Branding in sports journalism has become a reality of the XXI sporting century. Like sports clubs or nations have certain recognizable and accepted brands, so sports media institutions can be easily identified in the same manner. Around the world we can find such examples as Marca, a Spanish sports media model, L’Equipe in France, The Gazeta Sportului Romania and so on. The sports journalist should be guided by simple rules of competition between sport disciplines in order to put them together in one place to provide a rich, diverse content that can meet a variety of tastes and preferences. Branding is an objective of the immediate future for institutions focused on sports journalism. Without paying attention to branding today, you cannot meet the audience’s demand and efficiently face the competitors.