It is understood by the author of this paper that national competition consists of competitiveness of all kinds of sectors and industries within them. Sport in return has its members striving to obtain and maintain a competitive advantage for as long as possible. Identification of efficient and effective utilization of unique resources and core competencies has to be assured along with alignment of the performance of sectors in the national economy. The paper intends to provide a comparative assessment of the sport sector in four out of five main areas: – Sponsorship activities and processes – Gate revenue development – Media rights and opportunities – Merchandising intellectual property Although food concessions are the important fifth area, we omitted them for later research. The challenge of in-depth analysis of the four above listed area development trends and the major key challenges of these sporting sector is a more substantial contributor to national competitiveness and the international sport and leisure process improvement efforts. Data will be provided to demonstrate the key challenges and trends to be taken into consideration by any sport organization willing to successfully identify how to reach appropriate competitiveness expectations formulated by its stakeholders.