By popularizing competitive sport, some sports have become highly ranked on the scale of interest in society. Between them, football has a special place. The reason for such popularity is of financial nature. It is well known that huge financial resources are invested in clubs and their players who achieve high prices on the market. Doubtless, marketing has a major role in this area. Although, essentially it does not differ from the marketing of manufacturing companies, however, sports marketing has some specifics that are reflected through the individual marketing mix elements. In this way, a sports product has a bigger rank of options to satisfy the needs of users. In this work Italian football is presented, whose enviable results in sports are still not sufficient prerequisite for achieving positive business results without additional investment in marketing. Business results are expected through efficient investment of financial resources and a well-chosen marketing strategy. For this reason, marketing activities of the club are also directed to the form of promotion that results in increased financial resources through their fans and the audience in the broader sense.