Finding the right sports PR firm can make all the difference in elevating an athlete, team, or brand's public image.
With the growing demand for expert public relations in the sports industry, the best sports PR firms offer strategic media relations, brand development, crisis management, and event promotion.
Whether you're a professional athlete looking to build your personal brand or a sports organization aiming to boost visibility, partnering with a top sports PR agency can help you achieve your goals.
In this article, we’ve compiled a list of the 15 best sports PR firms that are redefining the game.
Sports PR Firms and Agencies
1. Octagon
Location: Stamford, CT
Year Founded: 1983
No. of Employees: 501-1000
Specialties: Sports marketing, talent representation, media relations, event management, sponsorship activation
Industries Served: Sports, entertainment, consumer brands
Octagon, a division of the Interpublic Group (IPG), is a globally recognized leader in sports marketing and athlete representation. The agency provides comprehensive PR services, including media relations, event management, sponsorship activation, and talent representation, with high-profile clients like Stephen Curry, Simone Biles, and Rory McIlroy. Octagon excels in connecting brands, such as Mastercard, BMW, and Unilever, with sports audiences through data-driven campaigns. The firm operates across North America, Europe, and Asia, partnering with major sports leagues like the NBA, NFL, and the Olympics.
2. Golin
Location: Chicago, IL
Year Founded: 1956
No. of Employees: 1001-5000
Specialties: Sports PR, media relations, content creation, influencer partnerships
Industries Served: Sports, entertainment, consumer products, technology, and more
Golin, part of The Interpublic Group (IPG), is a leading global communications agency with expertise in various sectors, including corporate, consumer, crisis management, and influencer marketing, alongside sports PR. While the agency works with major sports brands, leagues, and athletes, its portfolio spans multiple industries. Golin’s sports division focuses on media relations, sponsorship activations, and digital content creation, leveraging its proprietary ‘g4’ model (earned, social, data, and experiential strategies).
3. Edelman
Location: New York, NY
Year Founded: 1952
No. of Employees: 6,000+
Specialties: Sports PR, strategic consulting, media relations, experiential marketing, digital content
Industries Served: Sports, entertainment, consumer brands, technology, and more
Edelman’s Sports & Entertainment division, part of the world’s largest PR firm, delivers integrated communications strategies for leading sports brands, leagues, and athletes. The agency collaborates with partners like Adidas, Formula 1, and the U.S. Olympic & Paralympic Committee (USOPC) to craft impactful campaigns. Specializing in media relations, experiential marketing (e.g., fan activations), and digital content production, Edelman leverages its Data & Intelligence (DxI) platform for audience insights. The agency is recognized for its innovative work, including campaigns like ASICS’s ‘Eternal Run’ (Cannes Lions Grand Prix) and various high-profile sports marketing initiatives.
4. Weber Shandwick
Location: New York, NY
Year Founded: 2001
No. of Employees: 1001-5000
Specialties: Sports PR, media relations, crisis management, content development
Industries Served: Sports, entertainment, healthcare, technology
Weber Shandwick is a global PR powerhouse with a strong focus on the sports industry. Their sports practice includes media relations, crisis management, and content development for top athletes, teams, and sports brands. They use data analytics and creative storytelling to create compelling sports campaigns that resonate with global audiences, enhancing the reputation and visibility of their clients in the competitive sports market.
5. MullenLowe Group
Location: London, UK
Year Founded: 2015
No. of Employees: 1001-5000
Specialties: Sports PR, media relations, sponsorship activation, event marketing
Industries Served: Sports, consumer goods, automotive, technology, and more
MullenLowe Group (part of the Interpublic Group, IPG) operates MullenLowe Sports+Entertainment, specializing in sports PR services such as sponsorship activation, media relations, and experiential marketing. The agency has collaborated with prominent brands, including PepsiCo and Anheuser-Busch InBev (AB InBev), delivering campaigns that enhance fan engagement and brand value across global sports properties. MullenLowe has executed campaigns for PepsiCo’s beverage brands like Gatorade, and worked on initiatives for Budweiser, focusing on football fan engagement and leveraging creative, data-driven strategies.
6. FGS Global
Location: New York, NY, USA
Year Founded: 1994
No. of Employees: 1000-5000
Specialties: Crisis management, media relations, reputation management, strategic communication
Industries Served: Sports, financial services, government, technology, and more
FGS Global, formed by the merger of Finsbury, The Glover Park Group, and Hering Schuppener, is a leading strategic communications firm providing services such as crisis management, corporate reputation management, and public affairs. The firm advises various clients across multiple sectors, including sports organizations like the Premier League and UEFA. FGS Global leverages its expertise and the global reach of its partners to navigate reputational challenges and media strategies. Notable work includes advising on high-profile corporate communications for brands like Nike. The firm operates globally, offering strategic communications support to major clients in various industries.
7. Teneo Sports
Location: New York, NY
Year Founded: 2011
No. of Employees: 1001-5000
Specialties: Athlete branding, crisis management, sponsorship strategy, media relations
Industries Served: Sports, corporate advisory, entertainment
Teneo Sports, part of the global CEO advisory firm Teneo, provides strategic public relations and reputation management services to clients in the sports industry. The firm specializes in crisis communications, sponsorship strategy, and athlete brand-building. Teneo has worked with prominent clients such as FIFA, advising on image management during times of reputational scrutiny. The firm also includes former sports executives on its team, including Brian O'Driscoll, who serves as a senior adviser. Teneo combines political and sports expertise to provide high-stakes strategic advisory, helping clients navigate complex challenges and enhance their brand positioning.
8. VaynerSports
Location: New York, NY
Year Founded: 2016
No. of Employees: 11-50
Specialties: Athlete representation, sponsorship management, digital PR, social media strategy, brand building
Industries Served: Sports, entertainment
VaynerSports, co-founded by AJ Vaynerchuk, is a full-service sports agency specializing in athlete representation and brand-building. It represents athletes across the NFL, MLB, combat sports, gaming, and golf, with clients like Sauce Gardner and Kirk Cousins. VaynerSports focuses on enhancing athletes’ digital presence through social media and data-driven marketing, helping maximize exposure and sponsorship opportunities. The agency integrates modern branding strategies to elevate its clients in the evolving sports landscape.
9. Ketchum
Location: New York, NY
Year Founded: 1923
No. of Employees: 1001-5000
Specialties: Sports PR, media relations, crisis management, influencer marketing
Industries Served: Sports, entertainment, consumer brands
Ketchum Sports & Entertainment, a division of Ketchum (part of Omnicom Group), specializes in crisis management, influencer activations, and media strategy for major brands and sports organizations. The agency has won multiple Cannes Lions awards and was named PRWeek’s Best PR Agency of the Past 20 Years. By leveraging Omnicom’s analytics network, Ketchum combines data-driven insights with creative storytelling to enhance brand engagement across traditional and digital platforms.
10. Red Bull Media House
Location: Salzburg, Austria
Year Founded: 2007
No. of Employees: 1001-5000
Specialties: Content creation, media relations, digital PR, sports marketing
Industries Served: Sports, entertainment, lifestyle brands
Red Bull Media House, a division of Red Bull GmbH, is a global media company specializing in sports, culture, and lifestyle content. It produces high-impact storytelling across TV, digital, and print platforms, covering events like Red Bull Rampage and featuring athletes such as Kai Lenny. The company has earned recognition, including a Sports Emmy Award for The Alpinist. Through its Red Bull Content Pool, it distributes multimedia content worldwide, engaging audiences across owned and partner channels.
11. MSL Group
Location: Paris, France
Year Founded: 2009
No. of Employees: 1001-5000
Specialties: Sports PR, media relations, crisis management, sponsorship activation, branding
Industries Served: Sports, entertainment, consumer brands, technology, and more
MSL Group, Publicis Groupe’s strategic communications network, provides PR and media strategy services across various industries, including sports. The agency specializes in sponsorship activations, crisis communications, and brand storytelling, leveraging Publicis’ data-driven insights. With a global presence spanning 50+ offices, MSL has worked with major brands like P&G and Nestlé. The firm focuses on amplifying brand narratives across digital and traditional media channels, helping clients enhance engagement and manage reputational challenges in competitive markets.
12. LaneTerralever
Location: Phoenix, AZ
Year Founded: 1962
No. of Employees: 51-200
Specialties: Sports PR, content creation, digital marketing, media relations
Industries Served: Sports, consumer goods, entertainment
LaneTerralever is an integrated marketing and PR agency based in Phoenix, Arizona. The agency specializes in creating strategic marketing campaigns for clients in various industries, including sports partnerships with local teams like the Phoenix Suns. They provide services such as sponsorship activations, digital fan engagement, and creative content strategies. In 2023, LaneTerralever was named a finalist for Adweek's Breakthrough Agency of the Year. The agency combines data-driven insights with creative storytelling to amplify brand visibility.
13. CSM Sport & Entertainment
Location: London, UK
Year Founded: 2007
No. of Employees: 1001-5000
Specialties: Sports PR, media relations, branding, sponsorship activation
Industries Served: Sports, entertainment, lifestyle brands
CSM Sport & Entertainment, a Wasserman company, is a global agency specializing in sponsorship activation, experiential marketing, and content creation for sports and entertainment brands. They have worked with organizations like LaLiga and US Club Soccer, managing commercial and sponsorship rights. CSM helps brands enhance fan engagement through integrated marketing strategies. With a focus on creating measurable impact, they provide strategic consulting and execution across major sporting events and partnerships.
14. The Sports PR Company
Location: London, UK
Year Founded: 2007
No. of Employees: 2-10
Specialties: Media relations, brand positioning, strategic communications, sponsorship management, sports PR
Industries Served: Sports
The Sports PR Company, a UK-based agency founded in 2007, specializes in media management and strategic communications for sports professionals. Their focus is on protecting and building the reputations of athletes, allowing them to concentrate on performance. Led by Director Caroline Anne McAteer, the firm provides tailored PR services in the sports industry, though specific client collaborations remain undisclosed.
15. 160over90
Location: New York, USA
Year Founded: 1990
No. of Employees: 501-1000
Specialties: Sports PR, media relations, athlete branding, sponsorship activation
Industries Served: Sports, entertainment
160over90 (part of Endeavor) is a global agency specializing in sports marketing, branding, and communications. The agency provides services in media relations, sponsorship activation, and athlete branding for clients like the NFL, NCAA, and NASCAR. Known for combining strategic storytelling with data-driven insights, 160over90 enhances brand visibility through sports partnerships and activations. Their expertise spans sports sponsorships, event marketing, and fan engagement across various global sporting events and platforms.
How Did We Pick These PR Firms?
Choosing the right sports PR firm is crucial for enhancing your brand’s presence in the competitive sports industry. We carefully selected these firms based on a combination of key factors that ensure they deliver exceptional service and results.
Reputation and Industry Experience
The firms listed here have a proven track record in the sports industry, working with top athletes, teams, and global brands. Their reputation in media relations, crisis management, and sports marketing was a central consideration.
Specialization in Sports PR
We focused on agencies with expertise in sports PR specifically. These firms understand the unique demands of the sports world, whether managing athlete brands or organizing high-profile events, and their specialization ensures they deliver strategies tailored to sports marketing needs.
Client Portfolio and Results
A strong portfolio and the ability to demonstrate tangible results in the sports sector were essential in our selection. The firms we chose have successfully enhanced brand visibility, engaged fans, and improved public perceptions of their clients.
Innovation and Digital Capabilities
In today’s digital age, the best PR firms integrate traditional media with modern digital channels. These firms leverage innovative strategies and cutting-edge tools to engage audiences through social media, influencer partnerships, and more, driving brand engagement in both online and offline spaces.
How to Choose the Right PR Firm for Your Business
Selecting the right sports PR firm can be a game-changer for your brand, and it’s essential to make an informed decision. Here are key factors to consider when choosing a PR agency for your business.
Understand Your PR Needs
The first step is identifying your specific goals. Whether it’s building an athlete’s personal brand, launching a new sports product, or managing event promotion, knowing your needs will help you find a PR firm that specializes in your objectives. Tailored PR strategies yield the best results.
Evaluate Experience and Specialization
Look for firms with experience in the sports industry. PR firms with expertise in sports-related media, sponsorships, and athlete branding understand the nuances of your industry. Check their past work and client base to ensure they align with your business needs.
Consider the Firm's Track Record
A firm’s ability to achieve measurable results is essential. Research case studies, client success stories, and testimonials to get an idea of how they’ve helped similar businesses. Firms with a proven track record in sports PR will have the strategies and skills to elevate your brand.
Assess the Firm’s Network and Media Reach
The firm’s relationships with journalists, influencers, and media outlets can have a direct impact on the success of your PR campaigns. A broad network in the sports world is key for securing valuable press coverage and building partnerships that enhance your brand visibility.
Communication and Compatibility
Lastly, ensure there is good communication and a mutual understanding of your brand. A successful PR campaign is built on trust, so choose a firm that listens to your goals, offers clear strategies, and feels like a good fit for your business culture.
