ASPECTS OF FORMING THE IMAGE OF UKRAINIAN ATHLETES (theoretical analysis)

The article provides a theoretical analysis of key aspects of the image formation of Ukrainian athletes. It was found that: it depends on the athlete how all representatives of the sports industry in the country will be perceived or how the socio-cultural potential of the entire country will be assessed abroad; the image formation of Ukrainian athletes includes several key aspects that allow them not only to achieve high results in sports, but also to be successful in the media and social space. It was found that Ukrainian athletes use the following aspects to form their image: high competition results, a large number of medals and victories increase the level of trust and recognition among fans, media and sponsors; competition against strong rivals, victories at prestigious competitions; training and victories in difficult conditions, their participation in international competitions in conditions of political and social changes; the ability to embody the best human qualities with their professionalism, behavior, manners and appearance; mass media and social networks; overcoming difficulties associated with injuries, failures or personal problems. The conclusions are: the formation of a positive image of Ukrainian athletes is a long-term strategy that requires joint efforts of the athletes themselves, sports organizations, the state and business. It depends on the combination of their sports achievements, personal qualities, media activity and social responsibility. An athlete who demonstrates high achievements, is charismatic, active in public life and supports important social initiatives becomes not only a symbol of his sport, but also the pride of the nation, inspiring millions of people around the world.