Abstract

Sport in the modern age is both politics and business. In a combined world of politics, business, hatred, jealousy and boastfulness, in which each person aims to achieve his objective while “disregarding all the rules,” as Orwell describes, public relations are a valuable strategic and tactical weapon. Success is not measured on the sports field alone, but in the newspaper headlines, on the television and the computer screens and in the bank account. The motto once proposed by Baron Pierre de Coubertin-“Citius, Altius, Fortius” -is slowly clearing the way for a new, more updated motto: “Faster, higher, stronger, bigger and especially-more PR.”