Formation of character and image of sportsman as f competitive advantage in mass media

Athlete's image consists of structural elements such as the athlete's
experience, which includes competitive style, athletic mastery and behaviour during
competitions, attractive appearance, expressed in physical and social attractiveness, style,
clothing, body beauty, and demonstrated lifestyle that is characterized by a distinctive life
story, relationship endeavors where the athlete is a role model and based on the lifestyle the
image and athlete's reputation are formed. While social responsibility and reputation retention
play an important role. An attractive image of an athlete may in part result in advertising
space, television coverage or increased sponsorship. The media plays a key role in shaping the
image of the athlete and is an important tool in the process