The purpose of this study is to analyze and discuss about relationship among sponsorship activity & brand equity in K-League and corporate & K-League image. For this, a questionnaire survey was carried out targeting spectators who directly visited Sangam World-Cup Stadium, Suwon World-Cup Stadium, and Incheon Munhak Stadium in order to watch games of 「Hyundai Oil Bank K-League」. Except 55 copies of questionnaire whose responses are insincere among the collected questionnaires, 545 copies were utilized as final data. An analysis of the collected data was carried out exploratory factor analysis, reliability analysis, and correlation analysis by using SPSS 18.0 Window Version. The confirmatory factor analysis and SEM(Structural Equation Model) were carried out by using AMOS 18.0. The following results were elicited. First, the perceived sponsor activity was indicated to have influence upon brand equity. Second, brand equity was indicated to have influence upon corporate image. Third, brand equity was indicated to have influence upon K-League image. Fourth, the perceived sponsorship activity was indicated to have influence upon corporate image. Finally, the perceived sponsorship activity was indicated to have influence upon K-League image.