We consider it important to examine how people think about different types of athletes, and what qualities they attach to them. Therefore we divided the athletes into five different types: hobby, professional individual, professional team, non-physical, and e-sport athletes. In our study, we examined the characteristics associated with athlete types, which is unique in the literature of sports consumption. The members of society perceive different types of athletes differently. Exploring the characteristics of these types can significantly help the companies daily work on the sport market to determine the various target segments and to position them appropriately. The study supports this understanding by presenting the results of a paper and pencil interview, which has a sample of 2000 people representing the 15-74 year old Hungarian population to explore the characteristics of athlete’s types perceived by society, carried out in the framework of the EFOP-3.6.2-16-2017-003 project. By making a correspondence analysis, we found that the attributes associated with each athlete type are separated from each other. While some of the examined attributes are clearly related to a particular type, others do not show such a plausible relationship. Based on our findings, the type of hobby athlete was associated with the attributions of “free”, and “humble”. The attributions of “high esteem”, “fast”, “rich”, and “successful” were connected to the type of professional individual athlete, while the type of professional team athlete was associated with “respect”, “adventures”, “interesting life” and “pay attention to others”. Among the examined types, non-physical athlete was associated with the most attributions, which were “honest”, “joy”, “have a good time”, “women”, and “creativity”. The type of e-sport athlete differed from the other types the most, which was associated closely with the attribute of “modern”. We have assumed that further analysis of associations provides valuable information, for example focusing on specific segments of society during processing. However, the analysis of generations, gender, sporting habits, household income showed only minimal differences between associations in connection with athlete types.Smatramo važnim ispitati kako ljudi razmišljaju o različitim tipovima sportaša i kakve kvalitete im pridaju. Stoga smo sportaše podijelili u pet različitih tipova: oni koji se sportom bave iz hobija, profesionalni individualni sportaši, profesionalni timski sportaši, nefizički i e-sport sportaši. U našem istraživanju ispitali smo karakteristike koje su povezane s tipovima sportaša, što je jedinstveno u literaturi o sportskoj potrošnji. Članovi društva različito doživljavaju različite tipove sportaša. Istraživanje karakteristika ovih tipova može značajno pomoći tvrtkama u svakodnevnom radu na sportskom tržištu kako bi odredili različite ciljne segmente i kako bi ih na odgovarajući način pozicionirali. Studija podržava ovo stajalište predstavljanjem rezultata istraživanja na uzorku od 2000 ispitanika, stanovnika Mađarske u dobi od 15 do 74 godine rađeno kako bi istražili karakteristike sportskih tipova koje društvo smatra karakterističnim. Istraživanje se provodi u okviru Projekta EFOP-3.6.2-16-2017-003. Korespondencijskom analizom (correespondence analysis - CA) utvrdili smo da su atributi povezani sa svakim tipom sportaša odvojeni jedan od drugog. Dok su neki od ispitivanih atributa jasno povezani s određenim tipom, drugi ne pokazuju takav uvjerljivi odnos. Na temelju naših nalaza, tipovi sportaša koji se sportom bave iz hobija bili su povezani s atributima “slobodnog” i “skromnog”. Atributi „visokog poštovanja“, „brzog“, „bogatog“ i „uspješnog“ povezane su s tipom profesionalnog sportaša pojedinca, dok je tip profesionalnog sportaša u timu povezana s „poštovanjem“, „avanturama“, „zanimljivim“ život “i„ obratite pozornost na druge “. Među ispitivanim tipovima, nefizički sportaš bio je povezan s najviše atributa, koje su bile “pošten”, “radost”, “imaju dobar provod”, “žene” i “kreativnost”. Tip sportaša e-sporta najviše se razlikovala od ostalih vrsta, što je usko povezano s atributom “modernog”. Pretpostavili smo da daljnja analiza asocijacija daje vrijedne informacije, primjerice fokusiranje na određene segmente društva tijekom obrade. Međutim, analiza prema dobi, spolu, sportskim navikama, prihodima kućanstva pokazala je samo minimalne razlike između asocijacija u vezi s vrstama sportaša
