With the development of sports and the sports industry, the need for a different approach to marketing arose, and for the above, the concept of sports marketing arose. The relationship with consumers, that is, fans in sports and the best possible sports results are important factors of success in sports. For the most favorable mutual relationship, therefore also for consumers and sports organizations, it is necessary to precisely analyze all concepts of sports marketing and to plan the market entry in advance. Sponsorship is among the most important factors and an unavoidable relationship for development and survival in almost any form of sports activity. The paper deals with the concept of sponsorship, its forms, types and goals, as well as the positive and negative sides of sponsoring and sponsorship contracts that play an important role in the sports market. The concept of sports marketing is also defined and the tools that represent various strategies and techniques, which experts have come up with over time, are listed. The role of marketing and sponsorship in clubs is very important today and is also covered in the paper.