Identification of the auditorium with successful tennis players

Abstract

This paper presents the results of interviewing a sample of 229 respondents from Belgrade who are of a different gender, age and employment status. The study is a continuation of an earlier pilot study, with the help of identical questionnaires conducted through the Internet (Google form). The aim was to investigate the affinity of respondents concerning the business from which celebrities come, and to identify the similarities and differences in attitudes from which the promotional power of athletes may be evaluated. The study included a set of questions, some of which are presented in this paper: 1/ to what extent sport and sporting celebrities influence the decision of the respondents; 2/ assessing the similarity of equipment that respondents utilized if they play tennis (amateur, recreational or professional), with the equipment of their favorite players. During the answer to the second question, the respondents kept in mind certain players. The answers were analyzed by means of descriptive analysis. These studies show that a promotional power exists between the widest audiences of athletes. The study should encourage greater proficiency in the evaluation of sporting talent as scarce human resources, which, although burdened with costs, often remains unvalued, in terms of the declining nature of their athletic performance during their career. The research results show: 1 / respondents of different age and genders prefer sport as an activity from which celebrities come; 2 / 81.25% of those who play tennis identified using the brand of equipment as their favorite players, and the highest agreement in attitudes has been achieved with the variables of gender and employment. The study provides an answer to the question of which target group, within a promotional capacity, results in a conversion of sport results, and contributes to the strengthening of national identity through loyalty to proven sporting values.