Sport is one of the world's major businesses but it is also entertainment, celebrity, participation, fandom and a central part of our culture, communication and social identification. Public relations is part of the process at all levels, whether handling major sponsorship and media rights deals, events, promoting stars or increasing participation. This book: explains what is, and should be, the role of public relations and communication management in sport. shows how and when the sports industry needs public relations experts. enables a unique insight into sports business and organizations. grounds students with strategic skills and critical thinking to use in their future public relations work. Sports Public Relations is an essential guide for students in PR, sport studies, sport marketing and sport communication.