ABSTRACT
Nowadays, it is appreciated that football is not only an activity, but a collective business that relies on financial, human, and social capital. Football remains unique due to its social aspect and the way it touches people's everyday lives. As far as the relationship with the media is concerned, literature exists on the importance and value of such an effort. However, when the analysis focuses on the structure of the relationship, the existing literature can be characterized as rather poor. Corporate reputation is a notion developed by marketing studies and is considered to be an important factor of not only the well-functioning of a company, but also its long-term profitability. A company should encourage two-way communication with the media in order for them to be able to build a constructive conversation instead of an impractical and ineffective monologue. The sports industry and the wider frame of the entertainment industry have unique characteristics that differentiate them from the other industries.
