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ABSTRACT

Nowadays, world is characterized by a turbulent social life and total dependence on the new technologies. For this reason, an individual, that is, a man with the lost soul, is a good consumer of everything that is offered on the market. Sport is not spared, either. This is true not just for its elite and professional segment, but it applies equally so to an amateur and recreational sport. According to the rules of the New Age, in which an idea prevails that everything is permitted (to us), a special group of athletes has been created, who have been assigned the role of an idol. Thus, they become the object of worship and the images of the neopagan deities. These sports idols have (at least) two important roles: (1) to assist the achievement of (too) large profits for sports clubs and sports associations, and (2) to blur the image of the real world we live in. This applies both to the region in which we live, and to all the other parts of the world. Sports idolatry is everywhere, and it acts similarly.

KEYWORDS

Individual, personality, divinity.

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