It is commonly known that top sport is one of the most watched sports and it’s mostly business on all levels. If sport and clubs want to develop they need to behave and think like they are part of a market. The higher the competition is the better market competition is. Clubs need to find their positioning on the market and they need to find a way to sell their product to the consumer. On that way they secure further development and future. They found a solution in creating a brand that will create business from sport. Sports marketing is a process that includes planning, positioning, brand positioning, delivery of its products and services so connections can be established between sports brand and the consumer. Understanding of marketing in the general sense, it is important to point out that sports marketing overcomes promotions, advertising and personal sale. Consumer and delivery is in the middle of everything, which need to satisfy his wishes and needs, and outperform his expectations. In its work, the importance of marketing elements and knowledge of clubs positioning on the market would be emphasized, in this case basketball clubs towards potential consumers so they could achieve desired business plan as well as sports results. One of the best examples of sports brands is shown at the Chicago Bulls NBA Basketball Club, which it's proved that for the top sports product and marketing are not necessarily just a product, also it takes the time of emotional attachment of the user to the club to create loyalty and affiliation to the sport or to create emotional bonds.