This study aims to investigate and verify the effect of sponsorship activity for unpopular sports especially winter sports events on the corporate image and purchase intention. To achieve the foregoing objectives, this study selected sports consumers who watch snow and ice sports during the period of the 101th National Winter Sports Festival as a population, and analyzed data collected from 255 persons. For collected questionnaires, this study produced following results by carrying out frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression analysis using SPSS 21.0. First, of sub-variables in a company's sponsorship activity for winter sports events, communication, contribution to event and improved image turned out to have a significant impact on the professional image, and communication and improved image significantly affect reliable image of the company. Second, professional image and reliable image that are sub-variables of corporate image turned out to have a significant impact on the purchase intention. Third, results also show that contribution to event and improved image out of sub-variables of sponsorship activity for winter sports events have a significant on the purchase intention.