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Scholars have frequently examined sponsorship effectiveness via survey instrument; however, no efforts have been made to gauge sponsorship effectiveness via social networking sites. As a medium for consumer activity and interaction, scholars and industry professionals can leverage social media to monitor the effects of sponsorship in real time, as consumers experience a sporting event. In this exploratory study, we employed a mixed methods study design to examine Twitter users' discussion of 2013 French Open sponsors during the tennis tournament. We found a weak positive relationship between sponsor-event functional fit and positive sponsor-related sentiment, and a weak positive relationship between a sponsor company's social media presence and event-related buzz. Through case study analysis, we discovered unintended misrepresentation and activation were apparent drivers of sponsor-related social media conversation during the 2013 French Open. As an emerging area for sponsorship research, we provide suggestions for future research into sponsorship and social media. [ABSTRACT FROM AUTHOR]