Internationalization is becoming an increasingly important factor in business, and its influence on markets around the world is becoming more pronounced. When it comes to sports equipment retailing, internationalization has a special meaning given the global popularity of sports activities and the increasing demand for sports equipment. In the context of the Republic of Croatia, which is a tourist attractive country and increasingly attracts foreign investments, it is important to investigate how internationalization affects the sports equipment retail market. The diploma thesis "The impact of internationalization on the sports equipment retail market in the Republic of Croatia" includes an analysis of the comprehensive phenomenon of internationalization in the context of the sports equipment retail market within the Republic of Croatia. International trade and globalization have an increasing influence on the business of various sectors, including the trade in sports equipment. Internationalization implies the process of business expansion beyond national borders and includes various aspects such as export, import, investment, distribution and adaptation of products and services to different markets and cultures. In the Republic of Croatia, the sports equipment retail market is experiencing changes under the influence of internationalization. Considering the growing popularity of sports activities and the growing awareness of a healthy lifestyle, the demand for sports equipment is growing, and with it the role of international brands. But at the same time, local retailers must adapt to competition from international retailers and to changes in consumer preferences and trends. The main goal of this paper is to understand how internationalization shapes the sports equipment retail market in Croatia and how consumers accept the new changes. This includes analysis of competition between international and national brands, changes in demand and consumer habits, retailer adaptation strategies, and the implications these processes have for long-term sustainability and market development.