Given the complexity and dynamism of today's market, where all business entities and football clubs are located, the question of survival and further development is largely linked to the choice of an adequate strategy that will enable thecompany to achieve a competitive advantage over its competitors. In order for the company to cope with the constant changes in the market as easily as possible, it should have a well-designed and effectively implemented strategy with which it will be able to respond to new challenges arising from the internal and external environment. This paper will present various strategies and tools that serve as a basis for management to make quality decisions and process them, using the example of HNK Hajduk Split. The main goal of the paper is to investigate how HNK Hajduk Split uses the potential it has and how it successfully implements its differentiation strategy. In addition, a survey questionnaire was conducted, which obtained representative data on the news and opinion of fans on all important issues related to the present and future of the club. From the obtained research results, it can be concluded that the club is successfully implementing a differentiation strategy that results from the aforementioned management model.