A sponsor is a company that pays a property or entity for the right to promote itself and its goods or services in association with the property/entity. 
Sponsorship refers to a cash or in-kind fee paid by a sponsor to a property or entity (e.g. a sports, entertainment, or non-profit event or organization) in return for access to the leverageable marketing resources associated with that property/entity. 
Sponsorship fit is the compilation of consumers’ subjective assessments of how well a sponsor and the sponsored property/entity (e.g. sports, entertainment or non-profit event or organization) match or fit together. 
- American Marketing Association, AMA Dictionary.
- Common Language in Marketing Project Team, 2018.
- Adapted from Fit & Authenticity in Sponsorship and other Horizontal Marketing Partnerships; T. Bettina Cornwell, University of Oregon. MSI Lunch Lecture, August 1, 2019.