The aim of this final paper is to determine the frequency and types of media sponsorship in public relations agencies in the Republic of Croatia dealing with organizing events. The aim of the theoretical part is to give an overview of recent literature for the area of media sponsorship and explain the importance and role of event management as one of the elements of public relations. A structured in-depth interview method was used in the research and six agencies specializing in public relations and organizing events were chosen in the city of Zagreb. The main point was to examine how often public relations agencies cooperate with the media for the purpose of media sponsorship, how such a form of cooperation is popular today, what has changed in the mode of work, whether the media sponsorship is paid, what media are looking for and expecting from the agency, whether in the end the media sponsorship is useful. In each of six agencies one person was interviewed in the period from October to November 2018. Despite the theory and practice in recent twenty years which says that primary function of media sponsorship is raising the image and creating positive reputation in the public, today's practice shows that most of the media is looking for specific budget for service of sponsorship. The analysis has shown that the Internet or online platform has become the primary channel of communication and sending the messages, which is logical considering the frequency of changing trends and technological advancement. The classic media sponsorship is gone, it is more often replaced by media partnership.