There are many definitions that explain sport public relations and their goals and functions. Sport public relations as a profession include a set of processes through which sports organizations build a quality relationship with a targeted audience that is based on mutual trust for the purpose of positive reputation, image and quality of business. Because of today‘s huge popularity of sports as one of the main aspects of society, sport public relations are more represented than ever. Despite the fact that the concepts of sport public relations and sports marketing are closely linked, they are different in the goals. The case study of the Real Madrid football club will include the profile of the club and the organization as a complex community, will show who the key stakeholders of the club are and what their main importance for the organization is. It will also explain how the Real Madrid organization itself establishes and builds media relations, and which social networks they use to reach their targeted audience. All of these processes play a key role in creating public opinion that is extremely important to the organization‘s business.