Managing Public Relations in Sport

Managing Public Relations in Sport is a comprehensive, practical guide to understanding public relations as a strategic governance tool in sport. Blending cutting-edge research, theory, and real-world insights, the book explores how PR shapes relationships, narratives, and value creation in globalized and politically visible sporting environments. The book reconceptualizes PR in sport as a strategic communication process that cultivates mutually beneficial relationships between sports entities and stakeholders, including fans, sponsors, media, athletes, and the wider community. Readers will gain tools to manage reputation, navigate crises, engage stakeholders, and craft compelling narratives that humanize athletes and align them with public values. The book explores key issues such as globalization, social media, crisis communication, media relations, and working with PR agencies, while integrating international case studies, examples, and data to bridge theory and practice. This is invaluable reading for students in sport management, marketing, communication, and media, as well as researchers, policymakers, and industry professionals in sport organizations, governing bodies, agencies, and clubs. It is particularly relevant for those interested in governance, sustainability, global-local dynamics, and best practices in sport public relations.