It is unquestionable that the sports event itself depends on various elements, and financing, visitors, participants are only some of the elements. All elements have a very important role and without them the organization of a sports event is impossible. The costs of a sporting event must exist, even on a voluntary level, when it comes to a professional sporting event, the costs are significant. Financing is a process by which it is possible to obtain and use primarily monetary resources to cover costs. Visitors are the element with which the popularization of sports is successfully spread in order to make the base of participants as large as possible. The participants of the sports event are the element that performs the sports event itself and is watched by the visitors and financed by the sponsors. This master thesis investigated which promotion canals can be used to popularize the organization of a sports event in order to attract as many visitors, sponsors and participants as possible. The master thesis gave an overview of how promotion, as part of the marketing mix of a sports event, participates in the organization of it. Also, the work generally discussed what the media and social networks are and how they are involved in sports today. Successful promotion strategies are dealt with in a separate chapter, and in this way, the thesis showed what a sports event promotion strategy looks like in practice. As a research instrument, a survey questionnaire was used to investigate which promotional platform is more successful in promoting a sports event. The main conclusion of the conducted research showed that social networks have a greater influence in the promotion of a sports event than traditional promotion media (TV, radio, billboards, magazines).