The companies that supports the sport presents special characteristics, therefore they possess strong marks and search for new forms of communication with their public and the market where they act. They use the sport as alternative media, with emphasis in the reinforcement, of the diffusion of the mark, in the improvement of the company image and look for to communicate better with their segments of current and future customers. Such factors constitute what specialists call of tripod of Sport Marketing, that can be determinative of company image. The Sport Marketing, when associating it image of the athlete, product or name of the company sponsor, becomes something decisive in the strategy of marketing of the product. Thus the sport contributes to preserve what it is more important for the companies in the current days. Making possible one high return advertising executive for its investors. When it deals with a top pilot, the mark spreading and the consequent return that this brings reveals visibly superior. In the case of Valeriy Bercha, a mark will be associated a winning, young driver, but with very bright future. We call the attention of the sponsor for what said DARREN MARSHAL, Vice-president of SRI SPONSORSHIP RESEARCH INTERNATIONAL: "the return of one marks or involved product in sponsorship of sport events is four times bigger than that the one with a good advertising campaign."