Year: 2025 Volume: 27 Issue: d

Abstract:

This paper focuses on public relations in sport, with particular emphasis on Corporate Social Responsibility (CSR) and volunteerism. It examines strategies implemented by sports organizations, with emphasis on the basketball teams Panathinaikos BC and Olympiacos BC, to improve their public image and their relationship with society. The study highlights the lack of a separate public relations department in Greek sports organizations, as, these responsibilities are integrated into the marketing department. The research is based on content analysis in the public actions of the teams, to evaluate their contribution to the management of their image and the enhancement of social relations. The results show that CSR and volunteering actions play a crucial role in strategic communication. It is proposed to create specialized PR departments, which will focus exclusively on the development of communication and social responsibility strategies.