In this thesis, the marketing of sport is shown on the example of the football club. With the popularity of sports industry, there is the emergence of marketing in sports, without which today is unimaginable to manage sports organizations or events. Through the definition of marketing, sports products and activities and the functioning of the football club, the whole picture of sports marketing is shown, which is further illustrated by HNK Hajduk Split. After the introduction, we are introduced to marketing, its development phases, marketing mix and marketing system. The following section displays the history of marketing in sport and marketing in sports nowadays. The specific part belongs to the characteristics and the specifics of marketing in the sport. After the marketing of sport, we can switch to football, the development of sports marketing in football; its aspects towards "consumers" and sponsors. The main part of the work is related to HNK Hajduk Split marketing, getting to know the near past, returning from the “abyss” and recent marketing developments over the last few years. The conclusion is based on the prospects of marketing in football in the Republic of Croatia and HNK Hajduk. Marketing in sports today is integrated into our lives that much so we are not even aware of it. With my knowledge gained through marketing courses, knowledge of sports and love towards football, and in general sport, i tried to show and clarify sport marketing and its effect on sport and on everyday life.