Abstract

This study examines PR's vital role in promoting the SFC Football Club in the UAE. As sports clubs increasingly understand the importance of building a positive reputation and engaging with diverse stakeholder segments, PR is emerging as a vital means to achieve these goals. The research analyzes the strategic initiatives adopted by SFC in its efforts in the field of PR. It reveals how the club can benefit from media relations, community participation, and digital communication platforms to enhance its visibility and reputation. The study relies on the qualitative analysis approach of PR campaigns, media interactions, and community communication, as well as how the club reaches the public and interacts with them; by examining the PR strategies followed by SFC, the research aims to shed light on the effectiveness of these initiatives in strengthening the club's identity, enhancing loyalty among fans, and attracting sponsorships. This research provides valuable insights that contribute to a deeper understanding of PR in the sports industry, especially in the context of football clubs in the UAE. The study also provides practical recommendations for SFC and similar organizations to improve their PR strategies, integrating them with the ever-evolving landscape of sports promotion and audience engagement. Ultimately, SFC's successful PR approach can be not only a driver to raise its profile but also a benchmark for other football clubs seeking to improve their public image and communicate with various segments of stakeholders in the UAE's competitive sports environment.

Keywords: Corporate Social Responsibility, Public Relations, Sport Club, Media Relations.