Sports sponsorships represent one of the key sources of financing for sports and, at the same time, an essential marketing & communication tool for companies both in Slovenia and abroad. The article presents various aspects of sports sponsorships – from mass recreational to youth and competitive, and elite sports – and discusses the benefits and challenges for both sponsors and sponsees. For long-term mutual satisfaction, a strategic partnership must be developed between the sponsor and the sponsee. From a business perspective, sports sponsorship is the most effective as part of an integrated marketing strategy, which requires professionalisation, transparency, and expert-supported evaluation of results. The effectiveness of sponsorships increases with strategically designed activation on digital platforms, the professionalisation of their management, and an emphasis on social responsibility. Theoretical and scientific frameworks, contemporary trends, examples of best practices, and guidelines for future development are presented.
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