Sponsorship is a way of investing in various social, social and economic events and causes that achieve the company's goals, more precisely, the achievement of those goals related to increasing familiarity with the brand, strengthening the positive image of the company, and the goals of increasing sales of products and services. A donation is a gift of funds without compensation and in return, while sponsorship is expected to be in some way in return. The donation can be expressed in any value and does not have to be agreed in advance, as it has to be with sponsorship. The benefits of sponsorship are community image building, significant marketing leverage, use of hospitality opportunities and significant media leverage. Disadvantages of sponsorship are negative associations, the creation of sponsorship congestion, excessive commercialization and the problem of valuation. Sponsorship has many different forms, that is, types of sponsorship. There is event sponsoring, creating own events by companies, sponsoring in the media, promoting products in the program in exchange for donations or full funding of the program, sponsoring for the purpose of improving society, sponsoring youth and sponsoring from the background.