Abstract
Paper deals with the use of Internet as new media, of Public Relations activities in sports organizations. The main aim of this paper is to introduce a new media source - the Internet - as an effective communication tool for sports organizations with the major interest groups.
The process used was theoretical knowledge of public relations and internet marketing. Furthermore, the contribution is based on secondary data sources in the form of final reports, results and statistics from reputable sites dealing with research using the Internet in the Czech Republic.
The paper presents the most commonly used Internet tools in today''s sports environment.