Today, commercial companies have accepted that sportsponsoring can act as a powerful tool for promoting their value. This study examines the impact of sponsorship aspects on brand equity of sponsor while researching about Hamrah Aval Company. The research method is descriptive-analytical, and is practical in terms of research target. The research is implemented using Structural Equation Modeling (SEM). The statistical population of the research is consisted of the fans of Perspolis and Esteghlal football teams who are members of HamrahAval fan system.393 questionnaires were collected using stratified random sampling in the field.A researcher made questionnaire was used to collect primary data.The validity of the questionnaire was checked using confirmation of sport management and marketing professors, and its reliability was tested using Cronbach's alpha (α=0.95), and construct validity was made through confirmatory factor analysis.The findings showed that the suggested research model had a good fitness and all of the six aspects of sport sponsorship had a significant effect on the brand equity of the sponsor, and all the research hypotheses were confirmed.According to the findings, it is recommendedthat brand sponsors plan marketing activities (TV coverage and advertisements) to promote their brand equities.

Abstract
The purpose of this study was to identify strategies attracting sponsors for Iranian women's football league. This study conducted in Delphi technique. First, strategies attractiing sponsors were listed in four categories: legislation, media broadcasting, federation/ league organization programs, and club programs. Then, the experts' opinions on these strategies were collected in three times. The research population consisted of two groups: 1) academic experts; 2) coaches and supervisors of the women's football teams in Pro league. 21 persons were selected as Delphi panel by judgment sampling. Delphi panel reached a consensus on 25 proposed strategies. "Games broadcasting; popular sports TV programs’ focus; and license for launching private TV” had the most and "governmentalized women's teams" had the least agreement. Media strategies, club activities, federation/league organization activities, and legislative decisions were prioritized, respectively. According to the results, the most important strategies were related to the media, which shows that sponsors were associated with women's football because of more public exposure and wider or more loyal target community. Therefore, with the social and religious sensitivities about women, resolving media challenges requires negotiation with socially and politically influential groups. Also, the performance of clubs should be improved to increase the league's commercial value and attractiveness.