(Re-thinking) values and virtues: A network approach to mapping athletes’ personal values and the spirit of sport

Promoting the values of sport in anti-doping education requires understanding the relations among athletes' personal values and societal sport values. However, the interplay between these value systems and their impact on doping prevention remains unclear. This study mapped these relations via network analysis among 833 (53% male, 59% competitive) European athletes, assessing Schwartz’s personal values and WADA’s Spirit of Sport Values (SSV) using Likert scales and Best-Worst Scaling. Hedonism and universalism as general values, and fun, joy, and respect as sport values were the most important for athletes. Tradition and power among general values, and courage and excellence in performance among sport values were ranked as least important. Network analysis revealed interconnectedness without distinct clusters, highlighting paradoxical centrality: SSV principles like excellence and fair play — though less endorsed individually — emerged as critical or “central” hubs (high strength, closeness, betweenness), bridging personal values (risk-taking, leadership) and SSV priorities. Only two cross-system links existed: personal achievement ↔ SSV dedication and personal enjoyment ↔ SSV fun. Despite moderate correlation ( r = 0.58) between aggregated values, SSV principles showed limited resonance as internalized personal values. This apparent disconnect presents a significant challenge for values-based anti-doping education, as the Spirit of Sport principles may not resonate with athletes’ personal value priorities. Further research into the cultural and contextual dynamics between personal and societal value adoption is warranted to enhance value-aligned intervention and the promotion of sport values as a doping prevention strategy.