Promotion is a form of communication whose role is to inform about products, services, brand, image, ideas and social inclusion. Aside product, distribution and price, it is one of the functions of fundamental marketing mix. Industry of sport has its peculiarities, especially football as the most popular and most massive sport in Croatia and in world. Although the usage of functions of marketing mix is not standard, in other words, it has to be adapted to the peculiarities of football industry, promotion in sport has a great importance and in different phases - from sport popularization, club, concrete event, activities to the values that the particular Club represents. Promotional messages are basis of promotional campaigns and guiding light in creating communication strategies toward different goals and targeted public. Football Club Osijek is a good example of using different promotional messages in different developmental stages of Club. Promotional messages used in Football Club Osijek are a result of research processes by comparison to the concrete goals of the Club, and with its analysis, it is possible to conclude about its impact. Research and analysis of promotional messages in Football Club Osijek will cover messages used from 2016, when the Club got new owners and became private club in Hungarian and Croatian ownership. For the analysis, it is chosen 6 fundamental messages which are used with different goals, in different context and different target groups. It will also be studied the mechanisms of implementation and impacts by comparison with pursued objectives.