• Milijanka Ratković Faculty of Sport, "Union - Nikola Tesla" University, Novi Beograd, Serbia



Partnership, profit, sports market, sponsorship motive matrix, integrated marketing communications (IMC)


The two-sided focus of sponsorship goals in sports is present due to the existence of two parties in the sponsorship relationship. The buyer of sponsorship and the seller of sponsorship have different goals, but they also have common goals related to the interest to realize the sponsorship according to the plan, as well as to achieve the maximization of the effects of the expectations of both parties. That common interest is of primary nature and leads to partnership. The separate goals of the participating parties are defined in such a way that mutual interest gets fulfilled. The goals of corporate sponsors are determined by motives, and in most cases they are external and opportunistic, that is, commercial. However, the goals can be also internal and altruistic, and as such focused on highlighting other benefits, such as building good relationships with employees and other participants in the value delivery chain that the sponsor promotes, including the public. The analysis that follows is based on literature research and already existing conclusions regarding the nature of goals and motives in sponsorship. The aim of this paper is to verify the existing conclusions of the focus of sponsorship objectives in sports. The content analysis method led to the conclusion that the goals of sponsorship in sports can be defined through the categories of market, society, relationships and clan. This confirms the conclusions of previous research.


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