Many　companies　now　recognise　the　strategic　role　of　sponsorship　and　the　great　potential　for　creating　value　from　a　longer-term　relationship.　Therefore,　an　increasing　number　of　companies　seek　to　enter　the　Olympic　marketing　platform　through　sponsorship.　They　make　significant　investments　in　the　staging　and　operation　of　the　Olympic　Games,　seeking　to　maximise　their　return　on　their　investment　and　realise　their　investment　goals.　In　this　study,　text　mining　was　adopted　to　discover　sponsors’　underlying　motivation　for　investment.　We　collected　1,056　relevant　documents　through　the　internet.　Based　on　text　mining,　we　finally　extracted　and　summarised　five　main　reasons　for　their　participation　in　the　Olympics.　Finally,　we　used　a　case　study　(Lenovo　Group　Ltd.)　to　verify　the　results　we　acquired　by　using　text　mining,　and　to　help　us　better　understand　sponsors’　Olympic　strategy.　The　findings　will　help　Olympic　organisations　effectively　cooperate　with　sponsors　to　enhance　their　sponsorship　relationships.　©　2008　Inderscience　Enterprises　Ltd.