The paper deals with the practical application of management and commercialization in sports. It also examines the forms of endangering internal security, prevention of violence and misbehavior at sporting events and the security of the state and society. Management as a dynamic discipline represents leadership in each organization. It implies optimal use of resources, organizing the processes and activities of subordinates, delegating tasks and responsibilities, coordination of all resources through planning, organization, management and control. Management in sport, or in a sport organization is in the function of transferring ideas to the ultimate goal. In this regard, it can be said that application of management in sport is a successful pursuit of the idea to the realization of the goal. Management of each organization, including management in sports, gives special attention to security as the basic condition of survival and prosperity. Different organizations have different security challenges, risks and threats, so the risks that the state as an organization exhibits differ greatly from the challenges that business entitles are exposed to, including sports and sports organizations. Challenges, risks and threats that an organization is exposed to, especially in sport, as well as the responsibilities of an organization towards the environment in terms of safety, have a decisive influence on management in sport, that is, to the manner in which the decisions regarding security and protection of persons, property and business will be made.

The basic purpose of this research is based on the analysis of scientific-theoretical-practical knowledge in the field of brand management, with special emphasis on the brand as a significant factor of organizational competitive advantage and establishing a leading position in the sports market. By examining a wide variety of theoretical knowledge, we come across definitions that are based on the views of world’s leading marketing experts who point out that the basic function of marketing is brand building. Building, consolidating and expanding the brand require dimensions of clarity, consistency and leadership, adapted to the environment, with particular emphasis on competitive advantage, technology and on establishing a leading position in the market. Referring to the adequate literature, this paper covers the complete branding strategy, starting from the general ones that define the branding strategy as the most powerful communication tool; from strategies that are based on definitions that the key to success is the achievement of competitive advantage and the establishment of a leading position in the market; towards specific strategies who explore the basic elements of the branding strategy and their impact on the company’s business and productivity, as well as the impact on the consumers’ awareness.

Basic sports management in preschools is an area on which, in the region of Southeast Europe, no country has particularly focused. Investing in preschool sports organization is necessary for several reasons: The first reason is to raise the level of the nation's health. The second reason relates to the prevention of illness in later life, and the third reason is the possibility of creating future athletes, or making a home base from which the most talented children would be directed to local clubs in sports in which they have shown interest in or talent for. It is essential for sports activities to be available to every child, and in order to achieve this, sports for children should be free of charge.

Sažetak: Marketing u sportu dece sa posebnim potrebama, daje posebno izazovan zadatak pred svakoga ko želi da se bavi istraživanjem ove teme bilo da se radi o ekonomistima, ekolozima, defektolozima, profesorima fizičke kulture kao i mnogim drugim istraživačima. Ovo je poseban izazov za stučnjake ekonomske struke, da pokažu vezu marektinga, posebno marketinga u sportu i podsticanja dece sa posebnim potrebama da kroz bavljenje sportskim aktivnostima stiču znanja o značaju očuvanja životne sredine za njihov život, rad i bavljenje sportom. Cilj rada je da se ukaže na moguću primenu marketinga u sportu kod najmlađe populacije. Rezultati rada daju odgovor na pitanje kako raznovrsni integrisani marketinški kanali komunicranja mogu da doprinesu da se i ovako specifična populacija bavi sportom danas i razvije ekološku svet o značaju životne sredine za bavljenje sportom.

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