Public Relations in Sports



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There are two reasons for professional sports. The first is to make money and the second is it makes money.

The Public Relations professional must be actively involved in marketing helping the clients cause or improving the clients’ profits. The PR professional must have known as much about the whole marketing process as the marketing manager.

dollar signIn the past few years, salaries in professional sports have escalated, with corresponding increases in ticket prices, beyond anything remotely resembling economic good sense. In most cases it is a wise move for players to use agents to negotiate contracts. Many agents are reputable lawyers or accountants who not only negotiate contracts, but also guard the players’ money and investments. Since sports teams are private businesses managed for their owner’s profit, the Public Relations expert is involved at a high level – justifying athletes’ high salaries, encouraging attendance for winning and losing teams, arranging appearances for player to personalize the teams’ public image and creating special events to keep the interest alive when the play on the field is dull.

A new area of investing in a team is the selling of “official” team representation. Local and national companies are willing to pay handsomely to become an official sponsor or provider. The public relations team must take part in attempting to attract bidders and then letting the community know who the major sponsors and providers are for the team.dollar sign

In order to be considered a success, a major sports team must be as successful at the bank as they are at the stadium. This is aided by a strong, knowledgable public relations team.

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