Abstract
This article focuses on the sponsoring of motoring events and evaluates the levels of brand awareness that sponsoring brings to brands. The level of brand awareness was measured during Barum Czech Rally Zl??n, and two methods of evaluating brand awareness were used. First was an unaided
recall of possible sponsors of rallying, and second, respondents were given a list of possible sponsors and had to recognize brands of actual sponsors. They were then asked whether they were purchasing goods based on the fact that the given brand is a sponsor of motorsport. As the results
showed, the most known brands were those of major sponsors of the event itself. The majority of respondents prefer brands that are sponsoring motorsport. Thus, brand awareness via motorsport is a promoting tool mainly for big sponsors, providing plenty of coverage during the event.