The sponsorship strategy and implementation must be defined in connection with the desired impact on the targeted group. Meenaghan (2001), in his article devoted to explaining the effects of sponsorship, noted that relatively little is known about the operational methods of sponsorship. Until recently, research was primarily focused on evaluating the impact of such variables as brand awareness, image and perceived acceptance. However, it is important to understand the fundamentals of this strategy of persuasive communication in order to go beyond the traditional trial-and-error empirical approach.