Creating a brand in the banking sector is particularly challenging because selection of a bank is not a short-term but a long-term decision, in which security and strength of an institution entrusted with money plays an important role. Sponsorship can be best described as a marketing tool that creates both a brand and financial value for parties involved: the sponsor and the sponsored, but also for users of banking services. It is very important to know the goals that want to be achieved with the help of sponsorship. Companies should be careful when it comes to sponsorship activities they are associated with. That is, they should be associated to such forms of sponsorship, which help keep the image they have, or improve it at best. It is important to define and emphasize the importance of the brand and its impact on the total business of the bank as a financial institution, to define the extent to which banks use sponsorship as a form of marketing communications and to determine how the use of sponsorship as a form of marketing communication influences the perception of banking services users. Because of this, a survey on which this research is based on was conducted with experts in the banking sector and the users of banking services. Experts consider sponsorship as a marketing communications tool strategy brand. That can be successfully implemented if wisely chosen to sponsor the event in a way that provides a positive experience for users. Users of banking services positively perceive banks which help the community in which they operate through sponsorships. The results show that sponsorship can be used as a central driver of brand strategy to create additional value for users of banking services and to accomplish/achieve the objectives of the bank that conducts sponsorship.