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Any sports event is characterized by the process of planning,organization and implementation and evaluation itself. Thissystem applies to both single and repetitive, small or largersports events. The planning process itself applies to allcomponents – sports, technical, financial, process-law, andmar-keting communications.There are several marketingcommunication goals, but they all focus on end-users, fans,their desires, needs and interests in each sporting event. Tomaximize the benefits of marketing communications, carefulpreparation and a creative concept in the editorial plan mustbe prepared.Different procedures are used to prepare thecommunication strategy. This article aims to introduce theuniversal Double Diamond framework, which was used to preparethe communication strategy on the web and social medias for theWorld Cup in biathlon in Nove Město na Moravě held fromDecember 20 to December 23, 2018, to familiarize with thepossibilities of using social tools networks and to present theresults achieved with these instruments.This study describesthe framework theoretically and then shows possible practicaloutputs from the whole process.

Application of the Double Diamond framework to prepare the communication strategy of a great sports event