The purposes of this study are to verify the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and to explain the effect of customer attitude in the relationship between sponsorship-fit and firm reputation. And this study also shows there is the effect of customer’s attitude as mediator in the relationship between sponsorship-fit and customer-based firm reputation as the dependent variable in this study. For this study, Regression Analysis is essentially employed to test three research hypotheses. Through Partial Least Square (PLS), this study verifies path weight and significance among paths in the model. Finally, this study scholarly and practically contributes to providing the importance of sponsorship to affect the attitudinal change of their existing and potential customers and the significance of customer attitude in the way of building a strong firm reputation.