Sports PR and The Lack of Visibility In Public Relations Programs

When I enrolled in Centennial College’s public relations program in Winter 2023, I was excited and nervous to enter a new chapter in my future career. I was doing well in my courses, and it dawned on me that there was a lack of sports from a public relations perspective. As a huge sports fan, I was shocked. 

When I looked at the career outlooks for the program, I saw opportunities to work in government, agencies, health care, and non-profit, but no sports. I don’t understand. Sports is a multi-billion dollar industry with endless opportunities, from the NBA, NCAA, Olympics, and FIFA World Cup.

Did I mention that Toronto will finally have a WNBA team in 2026, the same year Toronto is one of the host cities for the FIFA World Cup? I feel like it’s a missed opportunity for students. All we hear from our professors, who have years of experience working at an agency, government, or non-profit but no experience in sports, is mind-boggling.

We were taught all the lessons in public relations school, from writing, event management, communications management, and media relations. It’s all there. Take, for instance, brand collaborations with a fast-food chain, a piece of tech, or a car that further connects to an athlete and tells a story. Or a campaign between a not-for-profit organization and a sports team giving back to marginalized communities so they can get a head start in life. The list goes on and on.   

I get that public relations has different niches and career opportunities, but sports is a lot of work. You have to wear multiple hats: content creation, media training and relations, internal and external communications, etc.  

There are countless storylines in sports PR. When news breaks of a scandal or trade rumours. Public relations are there to provide clarity and transparency to journalists. One of the greatest sports memories in Toronto’s history is the 2019 Toronto Raptors’ championship run. Who remembers the famous Game 7 buzzer-beater against the Philadelphia 76ers or Kawhi Leonard’s famous meme-worthy introductory press conference? These moments and soundbites are something to remember and can make or break a franchise.  

The world’s biggest stage may be in the host city or nation, but the ball is in the public relations classroom. It’s up to the instructors to get on board or miss out on a once-in-a-lifetime opportunity.