The logic and dynamics of sponsorship and patronage on the natural and cultural heritage is analyzed. The cost-benefits balance of such actions is viewed at two different levels: 1) from the perspective of specialists responsible for the preservation, conservation, and promotion of the patrimony, as a new source of funding; and 2) from the sponsor's point of view. Private initiatives used as a marketing tool find in the natural and cultural heritage an excellant communication cector for highlighting the social role assumed by the enterprise, parting from a context of the progressive growth of social sensibility towards the ecological and cultural environment, a favorable situation for the convergence of interests, mutual benefit, and finally, generating far-reaching ecosocial benefits.