Sports, sports marketing, brand management and image building for sports organizations are the main topics of this work that the author wants to bring to the interested public, both in professional and academic circles. These areas have an important social role that is constantly increasing, they generate valuable financial resources and provide opportunities for professional development and employment in the highly responsible and well-paid jobs. Brand management is an area of marketing that requires creativity, understanding of market trends and law and requires high levels of responsibility, according to the organization, and to the target market. Specificity of brand management in sports is the necessity of separating brand itself from current sports results, which is very demanding and not at all easy if you know that the sports result is the main objective of the sports organizations. The importance of sports and sports marketing is analyzed in introductory part. The theoretical part includes marketing theory and practice of brand management, and determinants of the image of sports organizations. Research is dedicated to "Croatian Football Club Hajduk Split", as an example of a strong brand, which is due to poor management fell into financial problems. With intensive marketing activities and reorganization of business, club begins to generate revenue which indicates the importance of the application of sports marketing in the management of modern sports organization. Successful brand management leads to the growth of interest in the club, which is reflected in the record number of season ticket holders and members, as well as in doubling revenues from sponsors and commercial activities in the past three years. At the end, there are recommended guidelines for more successful brand management and further strengthening the image of the club.