This research is to introduce an example of fan research for sponsorship strategy through the case of Team Korea which is the brand of the Korean Olympic Committee's national team for Olympics. 414 Seoul residents were surveyed to segment product categories for Team Korea sponsorship according to purchase intention and to identify brand personalities of a Team Korea sponsor. The results prioritized the product categories as follows: 1. sport related product, 2. health related product, and 3. body related product and others; and also prioritized the brand personalities as follows: 1. liveliness, 2. exclusivity, 3. sincerity, and 4. manliness. The study is to encourage a sponsee to execute market research to find out where to go and what to offer for its potential sponsorship deal.