In the past, sports organisations such as National Olympic Committees and International and National Federations did not need complex marketing and communication programmes. In the modern world, where the multiple forms of communication that we all use on a daily basis have become so influential, particularly social media, sports organisations face difficult and important decisions regarding who to partner with, determining and influencing their target audiences and creating a distinctive brand. Creating the communication structure within the context of a clear brand is becoming increasingly important for organisations looking to enlarge their audience and increase loyalty.