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This paper aims to explore which of the new communication tools popular in the web 2.0 era are most common in promoting sport clubs, in a given city (Timisoara, Romania). In a country with more than 8 million Facebook users and with the rapid advent of technology-rooted communication, it is only natural that such tools be used in PR practices aimed at enhancing the visibility of sport clubs. The link between PR practices and sport is rarely tackled in communication studies, with a few notable exceptions mainly ori...