Well-being is of the most importance for individual and society (Seligman, 2011). However, recent statistics shows
that the number of Americans getting depression treatment is all time high and continues to increase. In Korea, over
160,000 people committed suicide every year putting suicide as the most common cause of death for those under 40
in South Korea (WHO, 2011). Clearly, there is imperative societal need to improve well-being of the nations. One of
the most widely assumed legitimization lie in its cherished role in improving happiness of people and community. It
is widely claimed that sport is important for individuals and society because sport can make people happier.
However, unfortunately, there is surprisingly little research and, therefore, little evidence to support this critical
legitimization of sport. In addition, this potential of sport is underutilized in practice, as happiness is rarely the main
goal of sport organizations. Even when happiness is the main goal, both researchers and practitioners have
insufficient knowledge on how to achieve happiness through sport. Research on theoretical outcome of gratitude
through sport sponsorship can generate valuable knowledge to fill the void.