Background. Sport financial sponsorship can offer sport marketers the opportunities to address new audiences and enhance brand equity and companies’ performance. Objectives. The purpose of the current study was to develop a model for the role of sport financial sponsorship on brand equity of Yazd ceramic and tile companies. Methods. The current study was conducted with a survey method. Standard sport financial sponsorship and brand equity questionnaires were used as measurement tools to assess the subjects. Data analysis was conducted both descriptively and inferentially. Results. The results of the data analysis revealed that sport financial sponsorship has a significant positive effect on brand equity, and brand equity, in turn, has a significant positive impact on companies’ performance. Conclusion. It seems that due to the nature of the exercise and its effectiveness in promoting the sponsor company, it has a positive influence on developing brand equity of companies. It was found that proper behavior of members of the board of directors of companies towards their brand facilitates this process.

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体育财务赞助对品牌资产和绩效的影响：结构方程模型（SEM）方法

背景。体育金融赞助可以为体育营销人员提供接触新受众，增强品牌资产和公司绩效的机会。目标。本研究的目的是开发一种体育财务赞助对Yazd瓷砖公司的品牌资产作用的模型。方法。当前的研究是通过调查方法进行的。标准体育财务赞助和品牌资产调查表用作评估对象的评估工具。数据分析是描述性和推论性的。结果。数据分析的结果表明，体育金融赞助对品牌资产具有显着的积极影响，而品牌资产反过来又对公司的业绩具有显着的积极影响。结论。看来，由于这项活动的性质及其在促进保荐人公司方面的有效性，它对发展公司的品牌资产具有积极影响。人们发现，公司董事会成员对品牌的适当行为会促进这一过程。