The media may either create a bad or good image about the sports personalities which may have far-reaching reputational consequences on a person's image, both personally and professionally.
Sports personalities are portrayed by the media in many different ways, depending strictly on what the media wants. They're often portrayed as heroes, examples of how to overcome your problems, health gurus and, depending on the case, they might be used by the media even to control the people's political view. In the end, they're celebrities and used by the media as such.
