Ana Krstić, Biljana Đurđević

Sponsorship represents a business relationship between an organization which provides means, resources or services and individuals, events or organizations, which in return offer certain rights and associations that can be used for commercial purposes. Most often sports, artistic and music events, socially useful activities, teams, competitions, individuals, fairs, exhibitions, various educational, health and social programmes are sponsored. The media pay great attention to sponsored events, so it is quite useful for brand strength and publicity, as well as for creating the image and reputation of a sponsoring organization as being socially responsible. Sponsorship provides the publicity of an organization in the media and, in case of great events, the media attention on the global level. Therefore, investing in sponsorship is continually on the increase. Sponsorship represents an effective tool of marketing communication which enables meeting one of its most significant targets: to send a certain message to a specific target group in a specific moment. Sponsorship is the most effective when it is integrated and used in synergy with other instruments of marketing communication

Keywords: sponsorship, advertising, public relations, marketing communication, sports marketing, sport

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