How To Write A Press Release For A Sporting Event

A press release is used to inform the media about important information, such as a new product release or a live event such as a sporting event. Writing a press release and issuing it through a distribution service can be one of the best ways to ensure high attendance, for lots of buzz that will lead to a successful event.


Many marketers find it difficult to write a good press release. Here’s a simple formula that can help.

An attention-grabbing headline

Your headline is the first thing busy journalists will see when searching the distribution interface, so pique their curiosity.

A subheadline copy

This is a preview of what the press release will contain. It supports the headline and also serves as a summary of the press release. It is visible in the interface after the headline, and can therefore also help you grab journalists’ attention.


Use keywords in the headline and subhead in order to make your press release more searchable for journalists who cover sports and local events. The type of event, such as a golf tournament or half-marathon, should also be used as a keyword.

The date and location of the press release

The date and location of the press release are important because the location serves as a keyword. The date and location provide a context for where the event is going to take place, and when. Try to issue your press release several weeks before the event to give journalists time to report on your press release and give people time to plan to attend.

The opening paragraph

The formula for writing an opening paragraph for a news story is known as the 5Ws. It will include the following information:

  • Who
  • What
  • When
  • Where
  • Why

For a sporting event, therefore, your information might look like this:

  • What-A tennis tournament for 12 to 18-year-olds
  • When-July 4, 2018, 9 am to 6 pm, weather permitting
  • Where-Poly Prep School, 95 Seventh Avenue, Brooklyn, NY, 11209
  • Why-Competition to determine the top 10 young tennis players in the borough
  • Who-Organized by the Rotary Club, with sponsorship from Modell’s sporting goods

Information and quotations about the event

In this paragraph, offer more information about the organizers and sponsors. Try to include quotes from them. You could also offer quotes from the venue hosting the event and the borough president. You could mention past winners, top participants, and prizes.

Other important information

Include any other relevant information, such as an entry fee for children who want to participate, the price of tickets if it is not a free event, whether or not there will be refreshments, special guests or prize presenters, and so on. Make it sound like a really exciting event no one will want to miss.

Contact information

The contact information area should contain your name, phone number, email address, and URL. Include a call to action such as, “Please feel free to contact us for more information.”

You can also remind them of the date, time and venue, and say, “We look forward to seeing you there.”

Include media

Include images of past events, if any, or major participants.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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