1 The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance Conor M. Henderson Assistant Professor of Marketing Lundquist College of Business University of Oregon conorh@uoregon.edu Marc Mazodier Associate Professor of Marketing College of Business Zayed University marc.mazodier@zu.ac.ae Aparna Sundar Assistant Professor of Marketing Lundquist College of Business University of Oregon asundar@uoregon.edu Please address correspondence to Conor Henderson. The authors contributed equally and are listed alphabetically. The authors acknowledge Bettina Cornwell and Joshua Beck for helpful feedback on a previous version of this manuscript. They thank Sam Pontrelli, senior vice president of marketing for Monster Energy, for industry insights. The authors also thank Peter Dempsey, Brandon Proctor, and Jesse D’Agostino for their data collection efforts. This research was partially funded by the Business School of Hong Kong Baptist University, AACSRE, the Warsaw Sports Marketing Center and SPM at the University of Oregon.