Abstract: The article explores the role of creativity as a key component of intellectual leadership in the global sports industry, with a particular focus on sports brand marketing, social branding, and the fan economy phenomenon. With the development of digital technologies and changing consumer behavior, sports organizations need to be innovative to remain successful. Research confirms that the implementation of strategic marketing planning in the sports sector is vital: without it, sports will not be able to survive in the competitive entertainment industry market. A review of current literature and analytical analysis based on the results of three recent studies (2022–2025) are presented, and a practical case study of Decathlon is analyzed. The theoretical review reveals the concept of intellectual leadership in sports management, the role of creativity and innovation for sports organizations, as well as the essence of fan economy and social branding. The analytical section demonstrates how creative marketing strategies and fan identification with sports clubs contribute to increased consumer engagement and loyalty, as well as showing a direct impact on the financial component. The results of studies confirming the positive impact of fan identification with the club brand and fan community on their activity on social networks are presented. Decathlon's strategies are analyzed: its partnership with the Olympic Games as a successful example of using fan economy to strengthen the brand, as well as less successful attempts to enter new markets, in order to identify lessons on the need for localization and building an emotional connection with fans. The concluding section formulates conclusions and recommendations for sports managers on integrating creative approaches, innovative technologies, and fan-oriented strategies to ensure the sustainable development of sports organizations in the global market.