This paper analyses how Danish marketing directors and managers responsible for sponsoring make sense of sponsoring the kind of national elite sport that receives little or hardly any mass-media coverage. This study adds a sociological dimension to sponsorship research, which is dominated by marketing approaches. The concept sense-making, inspired by Karl Weick, provides the theoretical foundation of this paper. In 10 qualitative interviews, five ways of enactment are identified where poor sporting results are not considered a major risk faced by these kinds of sponsorships. The results provide insights into how corporate sense-making emerges and thus remain useful knowledge for national elite sport organizations in their efforts to attract external funding.