Public relations in sports, as a means of building, maintaining and cherishing communication of an organisation with its publics present an important segment of sports industry. Based on the case study of the Croatian Tennis Association (CTA) over the course of one athletic season, communication activities applied throughout this period are being researched. Since tennis, like other sports, has its specific features, they are introduced in the first part of the work where organisational structure and some of the Croatian Tennis Association communications guidelines are presented. Research objective was to determine and list public relations activities that Croatian Tennis Association undertakes during one athletic season, quantifying the variety of public relations techniques applied as well as exploring the inner works of the Association's both internal and external communication while analysing what benefits specialised public relations activities in sports. Communication activities are being exemplified based on various CTA communications channels - from social networks and website to national online and printed media - and examined while research applied was related to the key tennis events in 2021. The analysis of the Croatian Tennis Association information and material, interviews with key CTA officials as well as articles published in the media, CTA website and social networks confirmed the initial preliminary hypothesis of a great significance of sports in public realm and a crucial linkage between both comuniciation activities and athletic results/success on one hand, and media picture and ovearall public image of the Croatian Tennis Association and tennis as such on the other.