In today’s world, athletes come across like super humans. Not only physically but also in the way they are portrayed in commercials or advertising. It seems like every effort is made to be successful. Some athletes might even go a step further and use performance enhancing drugs. Therefore, the World Anti-doping Agency (WADA) was established in 1999 as an independent body to regulate doping matters worldwide by implementing the World Anti-doping Code (WADC). To protect the athlete’s health and keep the sport fair, anti-doping agencies have been established. Anti-doping agencies act as a not-for-profit controlling body in the fight against doping. Most of the anti-doping agencies are partly financed through governmental institutions and the various actors within the Olympic movement. The International Testing Agency (ITA) was built to strengthen the system in the fight against doping and increase independency and transparency. In fact, ITA is operating independently from any governmental body's or sport organisation's funding but is supported by the Olympic Movement. To be financially self-sustainable, ITA explores opportunities to engage in potential sponsorship with private companies.

The primary data of this thesis focuses on qualitative research, specifically expert interviews, which were conducted with specialists from the anti-doping field and experts from the area of sports sponsorship. To evaluate the generated data, the structuring process by Mayring was applied. A part of the outcome of the interviews was then compared to the literature (secondary data).

The result indicates specific defined requirements and key success factors. One of the main finding is that ITA is not able to engage in a traditional sports sponsorship, but experts see the potential in intangible assets. To further define its strategy, ITA needs to decide on its positioning and its communication strategy.