• Ana Gavrilović Faculty of Sport, University Union Nikola Tesla, Belgrade, Serbia
  • Uroš Selenić Faculty of Sport, University Union Nikola Tesla, Belgrade, Serbia
  • Slavko Dragosavljević Faculty of Physical Education and Sport, University of East Sarajevo




Sponsorship as a form of propaganda and a direct way of communicating between the company and its target group of consumers is a significant part of modern marketing strategies of market players. For a company to succeed in any global, regional, national, and even local market, it needs to differentiate itself from its competitors, create a competitive advantage, instill honesty and trust in customers, and possess a certain amount of exclusivity. Sponsorship is one of the simplest forms of marketing relations to realize programs and goals. It represents the most significant source of financial resources for many sports club owners and organizers of sports events and athletes. Classical propaganda (advertising), with outdated and ineffective methods, cannot achieve this. That type of communication is increasingly proving ineffective due to its aggressiveness, convincingness, and indirect relationship with potential consumers. This paper presents types and examples of sponsorship in the sports industry as a way in which direct contact with the target market group, exclusivity, and connection public with the sponsored activity instills security and trust in consumers. Success is almost guaranteed, especially if the sponsored event, organization, or individual achieves notable results.