The aim of the thesis is to point out the opportunities offered by communication in sports, and the importance of strengthening the image of the football club through strategic management of communication in sports. Media relations are an important item in the business of modern sports. The research in this paper will be conducted on the example of HŠK Posušje. It is a football club in BiH that is currently competing in the second rank of BiH football and it is a club that is rising from the "ashes". This club has a lot of room for improvement in communication with the public, and using the media and other modern forms of communication can create an even clearer and even more beautiful story about itself. It is very important that this sports team turns to a modern way of communicating and develops its communication with the media, sponsors and fans through modern social networks using the web, Facebook, Tweeter, Instagram and in the future its communication application. With the development of these forms of modern sports communication, HŠK Posušje would attract even more media attention, and interesting and quality stories attract investors. The paper will define guidelines for the development of a communication plan for HŠK Posušje.