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Marketing v športu je specifična veja marketinga, ki je v Sloveniji še dokaj neizkoriščena. Društva in klubi za enkrat še preveč zanemarjajo pomembnost pravilnega marketinga in zato se trenutno gospodarsko stanje, ki ne ponuja prav veliko sredstev za razne manjše športne prireditve in tekmovanja, še toliko bolj odraža na njihovem proračunu. V tem diplomskem delu smo predstavili teoretične temelje marketinga in dodatno predstavili posebnosti marketinga v športu. Za praktični primer smo vzeli Hokejsko društvo mladi Jesenice, ki je bilo do sedaj vedno v senci Hokejskega kluba Acroni Jesenice, zaradi potreb po dodatnih sredstvih pa se mora društvo marketinško postaviti na lastne noge. Naredili smo posnetek trenutnega stanja njihovih storitev in predstavili ponudbo, ki jo trenutno uporabljajo za trženje. Za namen izboljšanja ponudbe smo se osredotočili na iskanje vsega, kar društvo lahko ponudi v zameno za finančna sredstva in tako oblikovali predloge za izboljšanje trenutnega stanja. Izvedli smo tudi raziskavo, s katero smo pridobili splošne informacije o priljubljenosti hokeja, prepoznavnosti znamke Hokejsko društvo mladi Jesenice in trenutno zadovoljstvo s ponudbo. Na podlagi raziskave smo oblikovali tudi nekaj smernic za izboljšanje splošne prepoznavnosti društva. Marketing in sports is a special part of marketing which is mostly underdeveloped in Slovenia. Sport associations and clubs neglect the importance of correct marketing. This is the reason why the current economic situation is leaving an even greater mark on local events and competitions than it normally should. At the first part we focused on theoretical foundations of marketing and marketing in sport. The case study of this degree is a local hockey club called Hockey club young Jesenice. In the past the club has been overshadowed by Hockey club Acroni Jesenice, however, it is time they stand up on their own two feet in order to generate more income. In this thesis we analyze their offer and the current state of their marketing ambitions. We also try to identify various services and other things the club can offer in exchange for financial support. Based on this research we also propose a few possible courses of action in order to improve their current situation. In our additional research we investigated the popularity of hockey, the brand recognition of Hockey club young Jesenice and customer satisfaction with the current offer. Based on this research we formed some suggestions for improving the general recognition of the club.