The thesis explores the possibilities of finding new sources of funding for sports associations, using the example of the Sport Challenge Association. The paper identifies the research problem as the lack of financial resources for sports associations and describes the basic characteristics of associations and sports associations. The theoretical part of the thesis defines the concepts of associations and sports associations, examines the legislative framework and specifics of establishing associations, the role and significance of associations as non-profit organizations, as well as marketing and branding of sports associations. The public and private sources of funding for sports associations are analyzed, their importance for the development of associations, and the obstacles in finding these sources. The empirical research includes surveying sports associations about their sources of funding and presents examples of best practices. Using the example of the Sport Challenge Association, the current method of financing is analyzed, and possible future sources of funding are considered. The research results provide concrete proposals and guidelines for better finding sources of funding for sports associations. The paper provides recommendations for implementing solutions in practice and suggests further research. In conclusion, the research emphasizes the importance of finding new sources of funding for sports associations to ensure their sustainable development and improve the quality of sports activities they offer. It is important to consider private funding opportunities, as well as alternatives to public funding, and apply different marketing strategies and approaches to increase the visibility and value of sports associations.