ETHICAL ASPECTS OF PERSONAL BRANDING OF ATHLETES
ETHICAL ASPECTS OF PERSONAL BRANDING OF ATHLETES

Summary/Abstract: Some athletes earn many times more profit from their sponsorship contracts than from professional contracts with their the clubs, competitions and the like. Also many of them commercialize well their popularity on internet. Creating the reputation is a hard and time consuming process which can quickly disappear with millions worth contracts with sponsors. The necessity of ethical behavior is the imperative that is imposed on athletes. It reduces the cost of business transactions, creates trust among shareholders, increases the chances that teamwork will be successful. It also keeps social capital and provides extra value for customer and reduces risks. Modern society can truly be said that it is the media society, conceived as a system of endless communication links and inter-actions which are established among its members. In this process it is the unavoidable role of mass media and it’s importance. Because the modern means of this field offer the possibility of a successful personal branding.

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