The role of the audience in sports organizations is crucial for success and sustainability. The audience shapes the image and reputation of the organization. Audience engagement means active participation in events, interaction through media and support through social networks. Greater engagement contributes to greater loyalty, attendance and the increase in income from the event itself. The key dimensions of audience engagement are emotional connection, interaction and participation. While public relations includes activities such as media campaigns, crisis communication, sponsorship and social media management. All these activities together shape the audience's perception and thereby influence their loyalty and engagement. Strategic public relations are focused on the long-term goals of the organization and the alignment of communication strategies with these goals, and the goals are, among other things, reaching a wide audience and achieving positive results for the organization. Marketing includes many aspects that affect the organization and the branding of the organization itself. First of all, every organization must be prepared for crisis situations in order to be ready for unexpected unpleasant situations and thereby protect the organization's reputation, which has been built for a long time. Branding is an important part of marketing that increases brand awareness and its publicity, expanding the audience and retaining existing ones. Advertising of big stars in sports also gives a positive review to the brand, and increases the popularity of the brand itself.