Managing the sportsman image on social media

Abstract

Creation of athletes, teams, and sporting organizations positive images, brand building and effective cooperation with media, these three elements can be indicated as basic elements of functioning within sport markets. This image is very important in a sports career and after it. The article discusses the issue of sportsman’s image creation and it is based on the example of one of the RKS Club player and its captain – Tomas Petrasek. The article includes some theoretical facts related to a concept of an image and its creation in different types of organisations, including sporting organisations. Image creation process is discussed in the paper as one of the public relations tasks. Discussion in the article is orientated on presentation of results that may be obtained by effective image creation and it is based on the example of a football player Tomas Petrasek’s performance in media. It is based on his social media activity.The issue of image creation in his case, is discussed in the scope of professional career development, as well as actions undertaken anticipating its finish. The case discussed in the paper gives some wider overview over the topic of sports careers, that do not last long and the level of uncertainty is quite high in their cases. In consequence, the careers should be treated as bases for further activities and in that scope, players should be perceived as products. In the paper, basic rules for effective strategies of image creation were indicated, as well as the ways to draw perspective goals for individuals. Key words Sport, public relations, image, social media, Tomas Petrasek