The existence of a quality sports infrastructure is certainly one of the basic preconditions for strengthening the interests of potential users related to the quality of the created conditions for meeting their needs. However, the current situation in our society (crisis, recession, rising unemployment, declining living standards, low incomes and so on) greatly affects the assessment of potential beneficiaries as one of the essential elements for making final decisions on return on investment. Since the state as a whole does not make enough efforts to stimulate entrepreneurs, nor to stimulate the broadest strata of society to use them, regardless of the overall effects that such activities have on the population and the country as a whole, entrepreneurs' decisions to invest in sports or other public objects are very rare. This thesis presents the general segments of entrepreneurship in sports, which are the limiting conditions that represent the development of sports and the very concept of marketing in the sports industry and its financing.