How sports journalists use the Slovenian language and linguistic means that differ stylistically from the neutral norm in their work is a central theme of the master's thesis. I obtained my findings through linguistic-style analysis based on journalistic texts in reporting on the European Basketball Championship 2017. I wondered if journalists actually used more style-tagged linguistic means in print media and what this relationship was like in the commercial practices of journalists in the commercial and public sphere of journalism. I limited my research to the study of automatisms, actualisms, metaphors, hyperbole, and pejorations. I also found out by what style of marking sports reporters attract the attention of the public, make the news interesting and keep the attention of the addressee. The results of the empirical study were expected. There are indeed more stylistically-marked linguistic means used in print than on television, as television journalists have not only words but journalists in print, but also moving picture and sound. Less pronounced differences in the use of words that deviate from the neutral norm were found when comparing texts from commercial and public media, while the difference between specialized and non-specialized media was large. When drafting texts on EuroBasket 2017, the journalist was greatly influenced by the emotions and euphoria created by the great success of the Slovenian basketball team, which made the texts all the more stylish.
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