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Public relations is arguably the least understood and most under-utilised of all the tools available to contemporary sports business. L’Etang (2006) observes that though public relations concerns and activities are touched upon by authors from sports management, sports marketing, sports journalism, events management and sports media sociology, scant reference is made to public relations concepts. For a variety of reasons, mainly concerned with ignorance and lack of understanding, public relations is also the marketing communications discipline which attracts the greatest criticism and negative opinion. However, because of its unique characteristics, public relations, when it is implemented knowledgeably and strategically, can exert a significant influence in sports marketing communications (Hopwood 2007).