Applying the public relations function to the business of sport

Abstract

Public relations practice in sport is not always evident, yet to the contemporary sports business, it has much to offer. This paper explores the value of public relations to professional sports organisations. Cricket was chosen in particular because although it does not enjoy the same popularity as soccer in the UK, it has an extremely loyal fan base and widespread support at grass roots level. A critical finding from this research is that the communications strategies recommended for use in cricket are equally applicable to other sports.

Citation

Hopwood, M.K. (2005), "Applying the public relations function to the business of sport", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 3, pp. 30-44. https://doi.org/10.1108/IJSMS-06-03-2005-B006