Fan identification is one of the key concepts in the functioning of any sports club, especially in the design of marketing strategies and campaigns. This master's thesis examines how sports clubs influence fan identification through their activities. The theoretical part explores the broad scope of the concept of identification and presents various definitions from the perspectives of psychology, sociology, communication studies, and marketing. Emphasis is placed on understanding the sports club both as an organization and as a brand, and on the multidimensional nature of identification, which includes cognitive, affective, and behavioral components. The empirical part focuses on the case of NK Maribor. A combination of quantitative and qualitative methods was used: a survey among season ticket holders and an analysis of selected NK Maribor marketing campaigns, alongside a thematic analysis of an interview with the club's head of marketing. The results show that fan identification is significantly influenced by digital strategies and traditional activities; in the case of NK Maribor, slogans, symbolism, and direct interaction with fans are especially impactful. Differences were also observed based on fans' demographic characteristics and levels of involvement.
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