Managing Public Relations in Sport: Theory and Practice

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.

About the Author

Argyro Elisavet Manoli is Associate Professor of Management and Marketing at the University of Bergamo, Italy. Her research focuses on marketing communications management and integrity in sport and has been published extensively in highly esteemed journals. Her work has been presented in the European Parliament and has been used in public policy, while she was also invited to deliver opening interventions at all European Commission Expert Group Meetings on Sport Integrity. She sits on the editorial board of a number of journals and is Associate Editor of the Journal of Strategic Marketing and the Journal of Managing Leisure , while being the scientific track chair of Sport, Media, and Communication in the European Association for Sport Management.