Sponsorships are most commonly observed in terms of sports events and its impact on the brand is often studied. This paper deals with sponsorships on Television as a part of the positioning strategy. Positioning strategy and the ways in which it can achieve the desired perception of brands are objects of numerous studies and discussions. The aim of this paper is to show that sponsorships on Television are influencing the customer’s perceptions of products and services, and are representing one of the tools with which the implementation of the strategy of positioning can be facilitated. The paper is opposing both positioning and sponsorship theory findings and is developing assumptions about how the sponsorships on Television can be a major tool of market-oriented communication that results in the creation of the desired perception of brands in the consumer’s minds . On the other hand, primary research illustrated through a case study, is confirming this assumptions.