As a result of digitalization, sponsorship appearances have gone beyond the framework of traditional media. There are several new communication channels, and with the expansion of advertising platforms, possibilities and threats also have a broadening spectrum. Related content expectations should be handled more consistently and in an integrated manner. Platforms are used by many but only a few use them professionally. It is a basic requirement to protect the sponsor’s brand image. This should be done by setting conditions regarding the behaviour of the sponsored and by presenting image elements professionally. Conditions are also set for joint appearances with other sponsors. Fixing such rules requires the co-operation of a professional. In addition, restrictions on mediating and broadcasting rights may affect the rights of the sponsor. Commitments of the sponsored do not necessarily match reality. It is better to investigate the situation in advance preventing a problem than to confront afterwards due to an unfulfilled commitment.

It is usually easy to write down what a sportsman, his club or an association receives from a sponsor. But if the liabilities compensating the sponsorship are not well-defined or if their accounting is not adequately ensured, it can result in a serious conflict between the parties and can significantly reduce the quality of the sponsor’s campaign. It is often the sponsored who does not know what and in what framework he/she can undertake. He is certainly bound by previous contracts or binding guidelines. Once these documents are available and professionally used, a long-term and stable relationship between the contracting parties can be ensured.