Recently, due to the development of mass media, 40-hour week, and increase of leisure time, the interest toward watching sports is getting bigger. The rise of various professional sports such as the Olympics and the World cup and people's interest and participation to them created new consumption patterns. Yet, active and aggressive marketing and public relations strategies of the corporations for the profession sports teams are very insufficient. This research tried to see how the marketing public relations media - main display screens, fences, events, and uniforms of players - are recognized by consumers and how each marketing public relations media compete. For this research, the niche theory, which tells about the relationship of a population that compete for a limited resource, was used. We did an intercept survey to 140 spectators in a professional basketball game to draw the niche theory's main concepts such as niche breadth, niche overlap, and competitive superiority about the attitude toward marketing public relations media, the memory and attitude to the exposed product and company in marketing public relations media. The result was that when considering niche breadth, niche overlap and competitive superiority of a company's memory and attitude, the competitiveness of events and uniforms of players were commonly superior to that of displays and fences. These results advise what marketing and public relations strategies companies and sports related teams should establish. Also this research has a significance in that it expanded the subject of niche analysis from advertisements and medias to the field of sports.