Sponsorship of athletes is rarelyresearched from the point of view of the athlete. This thesis, thus, investigates Finnish Olympic athletes`perceptions of sponsorship and how athletes create value for their sponsors. The research takes aqualitative approach. The employed data analysis method is a thematic analysis with an inductive and semantic approach. A literature review was doneafter which semi-structured interviews were conducted with three participants. The analysis shows motivational factors in athlete decision-making, the role of managers in the sponsorship equation, how athletes deal with companies, athlete perceptions on why they are sponsored, and what activities athletes undertake to create value. I conclude that athletes are value-orientated in their decision-making, guidance and feedback on athlete work is not on a sufficient level, and a proactive role in communication is beneficial for relationship building. Additionally, the analysis offers several key takeaways for aspiring athletes in their sponsorship endeavors.
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