The confidence of athletes is a very important element in their performance on the sports field. This paper aims to test the hypothesis that athletes' self-confidence has a positive impact on increasing their market value. In order to verify this hypothesis, a questionnaire was distributed to a number of 150 foreign athletes evolving in Romania and France, and the data collected were processed through SPSS software. The hypothesis was validated, thus confirming the positive impact that self-confidence has on the increase of market value. Athletes' confidence can be influenced by many factors. In the multicultural society in which we live, the adaptation to a new cultural context and the integration within a diversified team can offer an extra confidence to the athletes, which will later be transposed in the sports field, where they want to obtain the expected performance.

Acknowledgements: “The work of the first author is supported by the project ANTREPRENORDOC, in the framework of Human Resources Development Operational Programme 2014-2020, financed from the European Social Fund under the contract number 36355/23.05.2019 HRD OP /380/6/13 – SMIS Code: 123847. The work of the second author was carried out in the framework of the research project DREAM (Dynamics of the REsources and technological Advance in harvesting Marine renewable energy), supported by the Romanian Executive Agency for Higher Education, Research, Development and Innovation Funding – UEFISCDI, grant number PN-III-P4-ID- PCE-2020-0008.”