The aim of this work is to show how much of a role marketing plays in today's world, and how it has found its place under the football sky. Marketing through its various tools and ways of targeting a specific market, attracts new clients and retains the existing ones. Sports marketing is a special branch of marketing that plays an increasingly important role in the development of economies and the development of society. Football fans and audiences represent a significant group of consumers and marketing professionals must be creative, innovative and flexible and constantly monitor market developments to encourage them to spend. In sport, we are talking about incredible amounts of money and the profits of the sports club and sponsors depend on the ability of marketing experts. In sport, it is significant that the main product on offer is actually intangible i.e. the club's sporting score and placement in competitions. The result sometimes depends on sports luck and marketing has no impact on it, but marketing exploits it. The resultant success entails fan euphoria and encourages fans to buy sports jerseys, props, equipment and other products with club features. Here comes to the fore the creativity and the ability of marketing to recognize trends, to include new media and technologies, and to constantly offer something new, to attract and maintain contact with fans, to attract sponsors. The end result is always sales and profits. We analyzed one of the leading sports brands in the region, Zagreb’s football club GNK Dinamo. Analysis showed how much impact marketing has in the years of development and positioning of brand such as Dinamo in terms of world football and how it attracts and maintains contacts with fans.