This final paper examines the image of the selected football club. The concepts of identity, image, brand management and the importance of a positive image for a football club are explained. The selected football club was analyzed, its past, current state and structure were described and a SWOT analysis of the club was conducted. Empirical research was conducted using an online survey, and the obtained results were presented and interpreted. Based on the results, it was determined how the chosen football club is perceived, what attitudes the respondents have towards it and what kind of image it has. The results suggest that more effort should be invested in improving the club’s image and that it is not sufficiently promoted in the public sphere. On the other hand, it is considered that the club is successful in competitions, has good recognition and that its youth football academy holds a positive image in the local market. Based on the obtained results, the author concludes that the selected football club is recognizable, but that it needs to invest in advertising and other forms of promotion because a better image would help it achieve its long-term goals. It is recommended to invest more in infrastructure and create a strategy for better promotion.