This paper deals with the analysis and evaluation of the marketing activities of the American football club Osijek Cannons. The aim is to explore how marketing communication strategies are applied in the context of a sport that is not traditionally popular in Croatia, and how these strategies can contribute to increasing awareness and popularity of American football. American football, although not a traditional sport in Croatia, has the potential for growth and development. Through the application of marketing communication strategies, it is possible to increase the visibility of this sport, promote its values, and attract public interest. This paper analyzes how the Osijek Cannons club uses various communication channels, including social media, advertising, sponsorships, events, and public relations, to achieve these goals. In addition, the paper deals with the role of marketing communication in creating the brand of the Osijek Cannons club. It analyzes how the club uses marketing activities to create a recognizable brand, promote the success of the team and players, and build a strong connection with fans. Through effective marketing communication, American football can become an important part of the sports scene in Croatia. Based on the analysis of conducted marketing activities and research results, the paper offers recommendations for future marketing strategies of the Osijek Cannons club. These recommendations include suggestions for improving current marketing tactics, as well as ideas for new initiatives that could help in further development of the club and American football in Croatia.