Managing Public Relations in Sport

Managing Public Relations in Sport is a comprehensive, practical guide to understanding public relations (PR) 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 globalised and politically visible sporting environments. The book reconceptualises 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 humanise athletes and align them with public values. The book explores key issues such as globalisation, 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 book is invaluable reading for students in sport management, marketing, communication, and media, as well as researchers, policymakers, and industry professionals in sport organisations, 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.