This paper seeks to determine whether individuals whose behaviors change in consumption through sport sponsorship, live in Konya. Here, 400 persons are included in this research. “Personal Information Form” is used to obtain any information about participants’ characteristics. Data for research are evaluated in accordance with the scale consisting of 18 questions developed by the researcher. As a result of statistical analysis, it is clear that there is no meaningful difference between the variables such as gender, job, age, income and educational status while there are some meaningful differences between the levels of participants’ interests in sport, the variables concerning their favorite sport and consumer behaviors.    

Key Words: Sponsorship, sport sponsorship, consumer behaviors