This paper will show the impact of sports, athletes and sports clubs on the development of micro and macro environments and how strong a brand athletes and sports clubs are globally. Since ancient times, sport has been a part of civilization, and until today it has become one of the most profitable industries, so it is not surprising that sports, athletes and sports clubs were among the pioneers in creating brands. Athletes are one of the world's most successful brands today, and influential athletes as brands are globally strong. Brand in itself means a specific product or service that characterizes a certain position and personality, in relation to the competition, while branding is the process of creating a brand. Trends in branding today are changing at a high speed, and one of the main actors who set brands are athletes. People identify with a certain brand through it, but also with the person who represents or imposes it. Thus, the brand gives people a sense of belonging to a certain community, a sense of uniqueness and a sense of greater importance. More precisely, the brand builds a certain system of values in people through athletes and sports and sports clubs.