The subject of this master's thesis is a specialized area of public relations, which is sports public relations. Sport has always been one of the key elements of our lives, for which there is also huge media interest. Given the specificity of sports, public relations function also specialized for this area. In the theoretical part of the thesis, key concepts and areas of PR have been analyzed, with a focus on the elements of public relations in sport and their relationship with others organizational functions. In the research part of the thesis, the focus was on the NK Osijek football club, which was chosen as an example of good practice, based on which general conclusions can be drawn on sports public relations. The research subject is, therefore, the activities of sports public relations of NK Osijek. The research questions were aimed at defining the specifics of sports PR, determining the main target audience, and communication techniques used in sports PR. In addition to the selected case study, content analysis of social media and the club's official website were also used. To complete the entire methodological procedure, an interview was conducted with the head of the Public Relations Department of NK Osijek. The research questions of this thesis were answered through a review of the reference literature, but also the research part related to the activities of NK Osijek. In addition to fans, the primary target groups defined were the media, the local community, the internal public, and club governing bodies and economic entities. The COVID-19 pandemic has intensified communication via social media to somewhat compensate for the impossibility of coming to the stadium. The biggest social media activity was recorded on the Facebook page and YouTube channel (NK Osijek TV), although the club also uses other communication channels (Instagram, Twitter, Tik Tok). NK Osijek is a very good example of sport organization in Croatia that, through strategic planning and proactive communication, achieves quality relationships with its target audiences, which in the long run contributes to a better reputation of the club, but also the financial structure.