Football is the most popular sport in most European countries. There is no other sport that gathers so many fans and there is no sport, in which so many teams compete. The constant high TV rating and market share makes football an effective marketing platform, which gives opportunity for many contacts, direct approach to the desired goal groups, all year-round presence and advertising effect on foreign markets. Besides, the National team and the football clubs have a high identification value, which influence directly on the trade marks, associating them actively with the emotional background of football events.