The Sports PR Agency That Makes Every Season Your Season

Yes, our sports public relations firm handles all three.

We manage ongoing media strategies for professional teams and leagues, as well as personal brand development and reputation management for athletes. We tailor every approach to your specific goals, seasonality, and audience so you get the coverage you need.

We’re able to deliver game-changing results compared to competitors for one simple reason: we focus on building anticipation weeks in advance with a coordinated media rollout.

First, we pitch exclusive previews to top sports journalists and fan-focused blogs to spark early buzz. Then, we partner with influencers and athletes for social countdowns and behind-the-scenes content. And finally, we run targeted press pushes tied to sponsor activations and pre-game stories.

All these efforts work together so your tournament and the narrative behind it show up on sports pages, podcasts, local news, and social feeds with consistency across every platform. That funnels fans straight into ticket sales, livestream sign-ups, and sponsor promotions.

Yes, we book interviews with top sports journalists, broadcasters, podcasts, and niche fan outlets all the time. Whether you need coverage domestically (e.g., in the US or UK) or internationally, we handle the outreach and prep. This is particularly common for our football (soccer) PR clients who often need global visibility.

We regularly pitch to high-impact outlets like ESPN, Sky Sports, NBC Sports, BBC Sport, Bleacher Report, The Athletic, and Sports Illustrated. We also target niche publications, fan blogs, athlete-focused podcasts, and regional sports networks that reach the right audience for your brand.

While earned media coverage technically cannot be “guaranteed,” we consistently secure placements in outlets that align with our clients’ goals. These include game-day preview segments, athlete profiles, sponsor spotlights, and tournament coverage in local and national media.

We prepare athletes for media appearances by giving them hands-on media training that builds confidence and clarity. We run mock interviews, coach them on crucial talking points, and teach techniques for handling tough questions without getting sidetracked.

We also guide them on body language, tone, and pacing so they come across as authentic and composed whether they’re on live TV, a podcast, or post-game press conferences.

For instance, before a major signing announcement, we’d rehearse soundbites that highlight the athlete’s excitement while aligning with the team’s brand message.

Or if they’re prepping for a high-stakes post-game interview, we’ll practice responses to sensitive questions like performance under pressure or injuries so they stay composed, positive, and on-message in front of millions of viewers.

Sports public relations is the practice of managing how athletes, teams, leagues, and sports brands communicate with the public and the media. It involves building positive visibility, shaping brand stories, protecting reputations, and keeping fans engaged year-round.

To accomplish that, tactics include media outreach, influencer partnerships, press releases, live event coverage, and crisis management. The goal is to create authentic narratives that drive ticket sales, boost sponsor value, and strengthen trust between sports organizations and their audiences.

Our sports clients see stronger fan loyalty, more sponsor opportunities, and a steadier flow of positive press. Effective PR helps keep your brand visible during critical moments like season launches, major tournaments, or new product releases, and even during the off-season when attention tends to drop.

It also protects your reputation when issues come up arise, shapes athlete narratives for endorsement deals, and ensures every story connects back to tangible business outcomes like ticket sales, merchandise revenue, and long-term brand trust. And it protects your athletes and spokespeople from saying the “wrong thing” and upsetting a live audience.

Sports companies use PR to stay relevant before, during, and after big moments. For example, teams use press releases and influencer partnerships to drive ticket sales with preseason media tours, sportswear brands can launch new gear with athlete-led stories, and events can build hype through exclusive press previews and influencer activations.

And when they align PR with marketing campaigns, sponsorship deals, and fan engagement strategies, our sports clients are able to turn publicity into significant business growth. So the right narrative not only earns media coverage but also deepens your integration with fans, partners, and the broader sports community.

A strong sports PR strategy starts with clear goals, like increasing ticket sales, getting in front of sponsors, or managing your athletes’ reputations. It requires compelling storytelling that resonates with fans, sponsors, and media all at the same time.

The main components of our sports PR strategies are: a well-timed media calendar, strong relationships with sports journalists and influencers, proactive crisis planning, and consistent messaging across press, social, and live events.

When all these elements work together, your PR efforts get you publicity you can actually use to drive business results.

The biggest challenges we see come from the fast pace and emotional stakes of the sports world. News cycles move in minutes, and a single moment (an injury, a trade, or a viral tweet) can end up dominating headlines overnight.

Balancing athlete narratives with team and brand messaging is another hurdle, particularly when fan sentiment shifts with everything those athletes say and do. Managing crises under intense public scrutiny, keeping sponsors satisfied, and staying relevant in the off-season all require experience, quick thinking, and a strong PR playbook.

These are things most sports organizations aren’t prepared to handle on their own.

Our sports clients face higher stakes and faster-moving stories than most other industries. In sports, timing is everything because headlines break in real time during games, trades, injuries, and unexpected controversies. PR has to be flexible while keeping fan sentiment in mind at every step.

And unlike general PR, sports PR relies heavily on seasonality, live-event coverage, athlete storytelling, and sponsor alignment. It’s about turning game-day moments into meaningful narratives that keep fans engaged and brands visible long after the final whistle.

This brings us to our final point: they’re in the spotlight a lot more frequently, which gives them more opportunities to screw up or have something misinterpreted. Far more than, say, a SaaS founder or an ecom brand.

They’re only human, and most don’t naturally think about how a single phrase can spark praise vs. backlash. Without specialized media training, most eventually end up in hot water for things that could have been easily prevented with the right preparation.

It depends on your goals. For short-term wins like promoting a tournament, announcing a signing, or boosting ticket sales, you can start seeing traction within a few weeks of a well-timed campaign.

For long-term growth like strengthening your brand reputation, increasing sponsor value, or improving fan loyalty, PR shows a measurable impact over several months as consistent coverage and engagement compound over time.

We always recommend coming to us at least a month or two in advance of a big press moment, like a game, event, merch drop, or co-marketing campaign so we can plot out our entire roadmap and have enough time to secure media placements.

Absolutely. Reputation management is one of the most critical roles of sports PR.

We’re able to help you protect and strengthen your public image by preparing spokespeople, monitoring media sentiment in real time (pre and post), and responding quickly when things go south. Addressing controversies, shaping athlete narratives, and highlighting community impact are all part of making sure your story stays positive and credible.

The most effective sports PR campaigns are built around monumental moments and emotional storytelling.

Preseason hype campaigns, player signing announcements, sponsor activations, and live event coverage drive immediate buzz. Longer-term campaigns that showcase athlete stories, community initiatives, or behind-the-scenes content help maintain fan engagement in the off-season and strengthen loyalty year-round.

Sports PR budgets vary depending on goals and scale. A local team promoting events might invest a few thousand dollars per month, while pro teams, leagues, and global sports brands need multiple large ongoing campaigns.

We’ll work with you to align spend with this or next season’s priorities so we can achieve the best possible results and highest possible ROI.

It depends on your audience. Local PR is really important for community-driven initiatives, regional ticket sales, and hometown fan loyalty. National PR is also essential regardless because you’re also trying to attract sponsors, reach new markets, and expand your reputation beyond your base.

Most successful strategies combine both to maximize the overall impact. If your budget’s limited or you don’t want to go all-in right away, what we usually recommend is to start at the local level, dial in the branding and messaging, and scale the most effective parts nationally.

The biggest mistakes we see in sports public relations are: waiting too long to plan campaigns, neglecting crisis preparation, and failing to align PR with broader sales and marketing goals. 

You’d be surprised how many organizations also underestimate the value of media training. One offhand comment can seriously overshadow months of positive press. That’s why consistency, planning ahead, and proactive storytelling are critical aspects of sports PR.