This thesis will discuss public relations in sport and all the components that are part of public relations. The development of sports culture in practice represents one of the important tasks of our time. We can say that one of the key aspects of public relations is communication. It is very important to know how to convey the message in the right way to the target audience. Sport has become an indispensable part of our lives, professional athletes have become heroes, icons and someone we admire, and the matches of our favorite sports teams have become something we impatiently await and which creates immense joy and happiness. The task of people and organizations responsible for public relations is to convey the news, information and interesting things related to some sports teams or athletes themselves to the target groups. Public relations have a major role in placing and presenting sports values and thus have a huge impact on the general public. The importance of proper communication and finding the best media for placing the desired message can be concluded from this thesis. Sport has always been the subject of interest of the general public and is exposed to the constant focus of mass media. It is something that we all are involved in on a daily basis, whether we like it or not.