Promotion is the communication of organizations with the public that is realized through the marketing function. Promotion has developed with the development of society and technology. The sports industry is one of the most developed industries in the world. The sport industry, whose product is intangible, intangible at the same time, has its own sports, marketing and financial dimension, and on the other hand is materially material, has become one of the leading industrial branches. By popularizing a competitive sport some of the sports have become highly ranked on a scale of interest in society. Among them the most prominent is football. Investing in enormous financial resources in clubs and their players, which results in high prices on the market, is largely known, and is presented in the paper on the example of the World Football Championship. Marketing, as everywhere, also plays a significant role in this area. Although it is no different from marketing of manufacturing companies, sports marketing still has some specifics that are reflected through the individual marketing mix elements.