Top-level sport as a social lever: models or just a job?

The social model is not automatic, but requires personalisation and comes up against practical obstacles, according to a VUB study

May 22, 2026

BRUSSELS 22/05/2026 - Is the social role of top sportsmen and women overestimated? Policymakers often assume that top athletes automatically serve as role models to encourage social inclusion and participation in sport, for example. A new study by Lynn Praet and colleagues (SPLISS research group, VUB) takes a critical look at this assumption. In-depth interviews with top Belgian athletes show that their motivation and their perception of the role model function are much more complex than previously thought.

The top athlete, the person behind the medal

In the world of sport and politics, a successful top athlete is almost naturally seen as an instrument of social change. As part of her doctorate, Lynn Praet studied how top athletes themselves perceive this role. "Often, little attention is paid to how a top athlete feels about this," explains Lynn Praet. "Is a top athlete more than just someone who does their job? Is he or she motivated to play this role model role?"

The study, based on 20 in-depth interviews with top athletes, reveals that perceptions of the 'role model' vary considerably. Some top athletes clearly see themselves as role models, whether or not in their own sport, in certain target groups or at certain stages of their career. Others take on this role less explicitly: they identify themselves less or not at all as role models, even though some acknowledge that they are sometimes considered as such....

The study uses self-determination theory to identify the motivation of elite athletes. The results show a broad spectrum:

Intrinsic motivation: The majority of athletes derive energy from inspiring others and genuinely enjoy contributing to social life.
Extrinsic motivation: Every top-level athlete sees benefits for their own career, for example by attracting sponsors or building a network for the rest of their sporting career.
Amotivation: It is interesting to note that around 10% of the top athletes surveyed said that they were not at all motivated to be a role model, despite public expectations.

The road to becoming an effective role model is full of pitfalls. Many top sportspeople find the social pressure physically and mentally exhausting. Practical obstacles, such as overloaded schedules and frequent trips abroad, make it difficult to attend events or school visits.

In addition, social control plays a major role. Athletes report that they are constantly under the microscope. One interviewee described how strangers in the supermarket commented on the contents of her trolley: "Do you have the right to buy that as a top athlete? Constant criticism and negative reactions on social media are an obstacle to taking on a more active public role.

Praet insists that a one-size-fits-all approach from sports organisations and sponsors does not work. "An athlete-centred approachis essential ," he adds. To increase the social added value of elite sport, policy-makers need to take into account the autonomy and skills of the elite athlete.

Top-level athletes need a better support network and clear information about what is expected of them in social projects. When their individual strengths and programme are taken into account, the chances of having a positive and lasting impact on society are significantly higher.

Reference :

Praet, L., De Bosscher, V., Smismans, S., & Derom, I. (2025). Understanding the motivators and barriers of elite athletes as role models. Sport in Society, 28(9), 1406-1428. https://doi.org/10.1080/17430437.2025.2563822

Contact:

Lynn Praet : lynn.praet@vub.be, 0489 25 76 07