The customer buying experience and his level of gratification directly determines whether this one will continue to consume the product or to use sports services. By the constant monitoring of customers’ gratification and their will to recommend to others sports products it can be measured the effectiveness of the marketing policies of the sports organization and it can be predicted the consumers’ behaviour and attitude for the future regarding the researched services and products. Analysis of the sports organization environment must be the starting point of management of any marketing activity, because environmental change (both internal and external), may affect the institution’s ability to create and maintain profitable customers. All these can be achieved also by the specialists in the field of physical culture, only based on general and specific skills as a result of having taken part in a program of specialized or advanced undergraduate studies of knowledge through a master program, specialization “Sports Marketing”.