Sports marketing and sponsorship is a branch focused on promoting events, teams, athletes, products, and services related to sports, as well as managing strategic partnerships between brands and sports entities to achieve commercial and branding objectives. 

Sports marketing focuses on creating and promoting campaigns that position products, services, or sports events in the market, developing branding strategies for teams leagues, athletes, or sports-related brands, as well as using digital platforms.

Sports sponsorship is based on managing agreements between brands and sports entities, where a brand provides financial or material resources in exchange for visibility and association with the values of sports.