Sponsorship is a communication strategy whereby a company provides financial or material support to an event, entity, or individual in exchange for advertising visibility and enhanced brand image. This support has a specific commercial objective, unlike patronage, which is altruistic. The sponsorship agreement may include the participation of the sponsored person or entity in various company events. This practice is commonly used in the social, cultural, and sporting sectors to strengthen brand awareness and reinforce the values ​​associated with the brand.