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Discussion about sport marketing implies its theoretical definition and generalization, and then its actual definition in sport environment. Sport marketing, belongs to the newer type of the marketing. It appeared in time of increasing activity and significance of sport in the world. Huge human potential, with which sport as an activity disposes, implied the need to organize more properly and use it purposefully. "Sport marketing belongs to business function of sport organization and represents primarily an economical process of connecting production (sport organizations with sportsmen and coaches) and consumption (sport and other public). It can be seen in the fact besides promoting sport it conducts certain (limited) productive activity (exchange of sport equipment, exchange of sport requisites and material goods that create sport clubs through competitions. [ABSTRACT FROM AUTHOR]