This study examines the challenges of coopetative brand governance in the context of corporate clubs operating in multiples sports. In today’s competitive landscape, sports clubs strive to enhance fan acquisition, secure sponsorships, and establish strong brands at both local and global (glocal) levels. To ensure sustainability and remain competitive, multi-sport clubs must be prepared to face challenges from their internal and external environment. The research is aimed to uncover how coopetition within a corporate umbrella sports club can lead to more dynamic fan interactions, cross-promotion between sports divisions, and improved brand coherence. The methodological basis of this article is a survey of three categories of stakeholders of the corporate umbrella sports club ‘Olimpija Ljubljana’ to find out their attitude to coopetitive brand governance. The authors’ conclusions, based on the survey results, may be useful for the management of sports organizations seeking to balance cooperation and competition in their branding strategies.