We are pleased to present the Handbook on Public Relations in Sport, one of the key deliverables of the Erasmus+ Sport project “The Power of Public Relations in Sport (PPR)”.
This handbook was developed to support sports clubs, organisations, administrators, coaches, volunteers, and athletes, as well as anyone interested in improving communication and public relations practices in sport. It provides practical guidance, tools, and real-life examples that can be applied even in organisations with limited financial and human resources.
Why this handbook?
In today’s competitive sports environment, success is not defined only by results on the field. Effective communication, strong reputation, and meaningful engagement with fans, media, sponsors, and the community are essential for sustainable development.
This handbook responds to the growing need for practical, easy-to-use PR knowledge tailored specifically to the sports sector.
What does the handbook include?
The handbook offers a comprehensive overview of public relations in sport, covering:
- Introduction to public relations in sport
- Understanding and engaging target audiences
- Effective messaging and communication planning
- Media relations and working with journalists
- Community engagement and stakeholder relations
- Sponsorships and partnerships
- Social media and digital communication
- Crisis communication and reputation management
- Evaluation methods and performance indicators
- Case studies and examples of good practice
- Practical tools, templates, and additional resources
The content combines theory with hands-on guidance, making it suitable for grassroots, semi-professional, and professional sports organisations.
Who is it for?
- Sports club and federation administrators
- Coaches and team managers
- Athletes involved in communication or personal branding
- Volunteers and staff responsible for PR and media
- Students and professionals interested in sport communication
Free and open access
In line with Erasmus+ principles, the handbook is freely available for download and can be used, shared, and applied by anyone interested in strengthening public relations in sport.
👉 Download the Handbook – The Power of Public Relations in Sport (PDF)
This handbook represents a lasting project result and a practical legacy of the PPR project, supporting better communication, stronger visibility, and more sustainable development in sport across Europe and beyond.