Determinants of public perception of elite sport

ABSTRACT

Elite sports are associated with values such as fair competition, striving to become better and challenging oneself. These are considered as social benefits. However, integrity issues relating to misuse of doping or corruption challenge this. This paper examines the determinants of public perception of elite sport by means of a survey. Logistic regression modelling assesses the effects of trust, athletes as role models, perceived costs and benefits on public perception of elite sports. The results reveal that perceived benefits have a positive effect on all public perception measures whereas perceived costs, trust in key actors of the elite sport system and viewing athletes as role models have only an effect on selected perception measures. Sports managers should emphasise on perceived benefits in their communication strategy and use athletes as role models in their communication strategies to strengthen a positive perception of elite sports.

KEYWORDS:

• Integrity
• trust
• personal benefits
• role models

Disclosure statement

No potential conflict of interest was reported by the authors.