The Value of PR in Sports

The role of public relations in sports has been on the rise throughout the years and will continue to do so. Organizations and athletes need a PR specialist on their team because sports PR experts provide them with the essential tools to build relationships through various media channels. A PR sports specialist is not just a maintainer of an image but a creator of a positive image for teams and athletes. 

Paid Media

Fashion and sports are two passions of mine. Lately, I’ve been noticing how the two have been intertwining. Brands are paying athletes to be the face of their campaign. They know the traction they will receive by working alongside a famous athlete or team. Attracting a whole new audience, all while maintaining relationships with their past consumers. For example, in 2023, Skims introduced menswear. The campaign included Brazilian footballer Neymar JR., San Francisco 49ers lineman Nick Bosa, and Oklahoma City Thunder point guard Shai Gilgeous-Alexander. Off-White and the NBA Chicago Bulls teamed up to create four exclusive limited-edition pieces,” DNA with the NBA team’s storied legacy.”. Inspired by the late Virgil Alboh’s passions in life, basketball and his hometown, Chicago. 

Earned Media

PR sports specialists must have great relationships with the media, the community, and the fans. When it comes to journalists and the media, they’re the ones helping shape the image of the team or athlete. In post-game interviews, the media understands the questions that are on/off the table. They need to create this relationship because if they do, there’s a mutual understanding of good publicity. They invite the media who continue to write positive reflections for their clients. Sponsors start to roll in, opportunities knock on the door, and sooner than you know it, teams are receiving good publicity outside their sport. It’s a great strategy by PR experts to generate revenue. 

Shared Media

Thanks to social media, athletes have seized the power of self-branding. It allows them to craft and control their narratives, particularly on game day when they proudly display their unique styles and personalities. The journey of self-branding is a mutually beneficial partnership, with designers and brands from around the world recognizing and leveraging the influence of these athletes to promote their brands. In return, athletes gain exposure and endorsement opportunities outside of their profession. Without the assistance of PR, this would not be possible. 

In the event of a crisis, the PR team is the first line of defense. Social media has become a powerful tool for teams to navigate the outcome. During a crisis, the PR team will work on a strategy to discuss the best way to address their fans. They are the ones who pick up the pieces when they’re falling. They’re not just experts at communications but also at crisis management, helping to ease the noise and maintain the team's reputation. Athletes are a representation of the organization they play for.

Carissa Sanchez is an upcoming graduate at California State University, Northridge, majoring in public relations. She has a background in hospitality marketing and worked for a start-up company for two years. She has experience with strategic marketing and maintaining client relationships. Her goal is always to contribute positively in all places she comes across. Passions include sports, fashion, and outdoor activities.