Sport as an area and industry is changing rapidly. Therefore, there is an increased need for strategic management to adapt to these changes. It is no longer enough to rely on old business models and outdated management practices. Sport is a job and requires sophisticated management and leadership skills. In this paper, the emphasis is placed on the observation of sports from the aspect of strategic management. The paper emphasizes two tools of strategic management, and they are PEST analysis and SWOT analysis. PEST analysis is an analysis of the macro environment, which defines political and legal factors, economic factors, socio-cultural factors and technological factors. Factors of the same name are an acronym for PEST analysis. While SWOT is an acronym for strengths (S) and weaknesses (W) that are considered internal factors over which the organization has some control, opportunities (O) and threats (T) are considered external factors over which the organization has essentially no control. The paper focuses on GNK Dinamo, through conducting a SWOT analysis. Dinamo is the largest and strongest football and sports club in Croatia. The main strengths of the club are tradition, revenues from the sale of players, location in the capital and largest Croatian city, sponsorships. While the weaknesses mainly stemmed from the non-transparency of the club's operations, which led to the club's poor image in the domestic and European public. Opportunities lie in the new Law on Sports, Development of Football Schools and Attracting Young Croats from Abroad. The threats stem from the new crown of the crisis, the conflict with the fans and the strengthening of Hajduk and other clubs in relation to Dinamo.