Influence of the new technologies on everyday life, when it comes to both - business and private aspects of it, brings new opportunities and challenges, changing the way marketers think about goods and services and making them reconsider different stages of the product lifecycle. The mere technological impact can be different depending on the industry and the target audience the products are aimed at, but it is clear that all the companies are facing a new digital era in which the traditional media and communication strategies are drastically changed. Industries that are primarily focused on experiences, rather than the usual goods and services, have to make severe adjustments to the way they do business. One of those is the sports industry, whose marketing success depends on communication, interaction and activation of the key audience - sports fans, on the way to building and maintaining their loyalty to the sports collective. Even though sports products and goods are often defined as sports programs, the intangible aspect of the value transfer represents the biggest brand strength of the sports collective itself. The purpose of this bachelor thesis is to analyze the developments and application of the content marketing strategy in the sports industry. The theoretical part will explore the terms such as digital marketing and marketing mix, and further analyze the characteristics of the marketing content. It will also explore bow the content is being created as well as content segmentation and measurement of the activities that have been carried out. The theoretical part will show the specifics of the sports industry with an emphasis on sports marketing and will be accompanied by an example of the marketing strategy of the Football Club Osijek. The analysis of the Club's marketing strategy will show bow social media content, the Club's official website and other marketing channels affect the public perception and the Club's relationship with fans, and what specific marketing effects it brings.