Sport is defined as a set of activities, experiences or businesses that focus on athleticism, health, recreation and opportunities for relaxation. The marketing aspect of sport focuses on the functions involved in the transfer of goods and services from the creator of a sporting event to the user. Accordingly, sports marketing is the process of developing and implementing activities related to the production, pricing, distribution, promotion and publication of a sports product. The main goal is to meet the wishes and needs of the sports consumer, achieve the goals and objectives of the company by its philosophy, mission, and vision, while remaining ahead of the competition to the fullest potential of the product and the company. To reach the sports consumer, marketing professionals go through a series of processes that make the sport marketing plan. The process begins by identifying marketing opportunities through environment and organization analysis and SWOT analysis. The second stage is the development of a marketing strategy that begins by setting marketing goals. Once the goals have been set, it moves on to the stage of developing a position in the sports market. Market segmentation divides the total market by similarities, target market selection refers to the selection of one or more segments to which they are dedicated, and positioning refers to positioning strategies for each target group (market). Based on the characteristics of each selected segment, a marketing mix is set up. It consists of a sports product, price, distribution and promotion of a sports product. The sports marketing process ends with the implementation of the sports marketing strategy and the control of results. An example of sports marketing on the football club Juventus is presented in this work. Although the most popular and successful football club in Italy, they have turned to new trends and markets. Building a new stadium and changing their visual identity were just a few things that turn Juventus into the future.