Public Relations is a terminology that is frequently used to refer to the relationship between two or more individuals or groups who have common interests. It involves the efforts that are made by an individual, institutions or groups of people to win the support of those who are members of the community with whom they interact, encounter or associate, and whose co-operation is sought. In the sports circles public relations has to do with the image that is projected by those involved in sports to the rest of the people in the community; such an image must aim at promoting good relations. The efficiency of a company's activity resides in designing and managing a long term relationship with the athletes, spectators, sponsors and community. The relationship with any of these four shareholders can be addressed through public relations, a marketing communication technique that brings value both for the company sending the message, and for other categories interested in its well-being. The absence of good public relations among personnel involved in the various aspects of sports is bound to lead to unnecessary friction, frustration, disorder, division, unproductively and general lack of support or goodwill.