Sports Sponsorship has become a major promotional tool for business organisations across the world. It is a powerful and impactful marketing advertising technique used to generate brand awareness and customer loyalty. The study investigated the impact of Sports programme sponsorship on brand awareness, brand association and on the corporate image of First Bank Limited in Kwara State, Nigeria. A descriptive research design of survey method was used. The population for this study was comprised of 336 staff members of the bank in all the 15 branches located across Kwara State. Purposive sampling technique was used to select 4 branches located in Ilorin, the capital of the state. A sample of 100 respondents was randomly selected for the study. The research instrument was a structured questionnaire. Person Product Moment Correlation (PPMC) was used to test the hypotheses for the study. The findings revealed that; there is significant relationship between sports sponsorship and Brand Awareness (calculated r- value of 0.67 and the p-value of 0.00); Brand Association (calculated r-value of 0.40 and the p-value of 0.00) and Corporate Image (calculated r-value of 0.33 and the p-value of .001) of First Bank Limited, Kwara State, Nigeria at 0.05 alpha level. Based on the findings, it was recommended that private Organizations should be involved in sponsoring sporting events in order to improve brand awareness, enhance positive association with customers to fast track sales and increase brand reputation and image.