ABSTRACT

Thisresearchexaminedtheimpactofsportssponsorshiponathletes'performance,focusingon student-athletes at the University of Benin. The study examined the effects of financial, equipment,nutritional,andcoachingsponsorshipontheathleticandacademicperformanceof the students.Apurposive sampling technique was used to select 250 student-athletes for the study, with data collected through a structured questionnaire. The findings revealed that financialsponsorshipsignificantlyreducedfinancialstress,allowingathletestofocusontheir training and academic responsibilities.Additionally, equipment sponsorship improved access to quality sports gear, enhancing athletes' confidence and overall performance. Nutritional sponsorship was found to positively impact athletes' recovery times and energy levels, while coaching sponsorship contributed to better skill development and competitive performance. Based on these findings, the study recommended that student-athletes actively seek sponsorship opportunities to alleviate financial burdens and improve performance. It also encouraged sponsors to provide holistic support, encompassing financial, nutritional, equipment, and coaching sponsorship. Furthermore, the study advocated for the university to formpartnershipswithsponsorstoensurethatstudent-athletesreceive adequateresourcesfor both academic and athletic success.