ABSTRACT
This chapter highlights critical questions that have been raised about sport and its societal impacts and draws out the implications that these may have for public relations (PR) and communications practitioners. The chapter defines sports business in a globalized world and presents a brief overview of scholarship that addresses sports public relations as a way of highlighting functional tendencies and then draws on empirical evidence to reflect upon the role and scope of sports PR practice. This material frames the argumentative substance of this chapter.
