Sports marketing is the process of planning the positioning of a sports brand and the delivery of sports brand products and services in order to establish a relationship between the sports brand and its consumers. The image of a sports club represents the club, its sports achievements as well as its positioning in the minds of people from the environment. The principle of shaping the desired image with the target group is that the goal is to achieve a positive image in public awareness and acceptance of what is being offered. The main aim of this research was to highlight the importance of empowerment the image of a sports club, identify promotional activities that affect the image and then analyze the gaps based on the data collected and propose measures for improvement. Analyzing the results of a research conducted by a survey method and interviews with the management structure of five Super League clubs in Split-Dalmatia County, it was concluded that the promotional activities of volleyball clubs were poorly noticed by their players and coaches and that they were under-implemented. In accordance with the results obtained, measures are proposed as an additional way of strengthening the image by using promotional activities that are applicable to a wider sample, that is, to all volleyball clubs in Croatia in general. The analyzed data from this research and the conclusions reached can form the basis and impetus for future research in the field of sports marketing on enhancing the image of sports clubs.