In this paper, a strategic analysis was carried out for the sports stock company HNK Hajduk. The company was founded in 2008 with its headquarters in Split and sports clubs' activities as a core activity. Within this company operates the football club Hajduk, which has existed since 1911. Until 2008 this club was formed as a non-profit company. The majority owner of the company is the city of Split (65.92%). The results of the analysis showed that opportunities dominate from the external environment and that weaknesses dominate from the internal environment. When it comes to the business environment, the most significant opportunities come from customers, investors, and creditors, while the most significant threats come from competitors. When it comes to the general environment, the greatest opportunities come from the political-legal and socio-cultural environment, while the greatest threats come from the economic environment. The internal environment of the observed enterprise requires the most work. Liquidity reserves and operating income should be increased, and the dependence of the financial performance on player sales should be reduced as soon as possible.