The Olympic games remain the largest and most widely watched sports festival of our time. Vigorous debate has always centered around the commercialization and businesslike nature of the games. The corporate sponsorship of sport continues to grow at an unprecedented rate. In fact, it has been reported that in excess of 23 billion dollars (US)has been spent (worldwide) on sport sponsorship. Many questions concerning the prevailing opinions and general acceptance of corporate sport sponsorship are changing with an ever-increasing exposure and familiarity of this now common business tactic. The purpose of this research study was to gain valuable information on the attitudes and perceptions of consumers towards Olympic sponsorship. This study sought to determine the level of consumer knowledge of Olympic sponsorship and consumer perceptions toward the practice of sport sponsorship surrounding the 2000 Olympic Games. A number of diverse (international) samples were selected to provide a larger worldview of the perceptions of Olympic sport sponsorship. A (45) forty five-item survey instrument was developed to measure a number of different aspects of Sport Sponsorship. This instrument identified a number of topical areas but were not limited to (a) frequency of exposure (b) medium of exposure, (c) knowledge of sponsorship, (d) awareness of Olympic Sponsorship, (e) ethical perception of sport marketers, (f) purchase behavior, (g) recall of Olympic sponsors and (h) perceptions of Olympic commercialization. The data was collected using a modified version of the mall-intercept technique. A representative geographic based sample across gender and income level was collected. Results of a comparative analysis identified significant relationships between consumer responses. Most respondents agreed that without sponsorship, the Olympic Games could not take place. They also believed that sponsors help send athletes to the Olympic Games. In addition, 36% would be more likely to support a corporation that is an Olympic sponsor than one who is not. This support increases by 21% if it can be clearly shown that the sponsor?s commercial spending was helping athletes participate in the Olympic Games. This study revealed that consumers were aware of the sponsorship, and recognized the value it brought to the Olympic Games. Overall, the level of knowledge of Olympic sponsorship was found to be highest in Canada. However, specific knowledge regarding the use of banners in Olympic venues was low. A large number of respondents had difficulty in distinguishing the levels of sponsorship. Recommendations for future research were produced. Keyword(s): athletics/sports, olympic related, research