The sudden rise of coronavirus in the world had various effects on the sports industry. Nevertheless, sports organizations around the world adopted new and different methods to manage the crisis, which in turn, enriched global knowledge of sports management. Also, some industries changed their products and adapted their structure and performance according to the new situation. The new Experiences gained during the pandemic showed that sports organizations need crisis management programs to deal with crises in the future. So, it's necessary to manage sports organizations with a different perspective and new plans to encounter future needs and problems. To do this, sports managers must learn from the experiences of the pandemic era and be prepared to predict the world in the future, and better manage their organizations.

Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it's a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.

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