Abstract: With the methods of literature review, the theoretical basis of consumer-focused sports sponsorship effectiveness evaluation is analyzed. It believes that the theories of social psychology, marketing communication and brand economics constitute the theoretical basis in this field. According to corporates' sponsorship marketing goals, the research on the application of these theories can be classified into sponsor awareness, sponsor image, brand attitude and purchase intention.The research limitations are also summerized and the suggestions are put forward such as integrating theoretical studies, examining the causal-effect factors of the sponsorship effectiveness evaluation, applying brain science and computer imitation science technologies and developing native theoretical system of sports sponsorship effectiveness evaluation, etc.