Is Iztok Čop really still the most recognized athlete in Slovenia? His 25 years of success in sport and especially his Olympic medals, in a time when Slovenia gained its independence, are the main reasons why every Slovenian knows him and will continue to know him. Go and ask your mothers and fathers, and not just males between 18 and 49 years of age, who are otherwise regarded by advertisers as trend setters.

Mediana's presentation at the Sporto sports conference, a day after the Sports Brand of the Year 2013 award ceremony, left many people wondering about the credibility of the data and research done on which athletes and clubs, in our country below the Alps, have the biggest marketing potential (Slavko Jerič looked for the answers in his interview with Janja Božič Marolt).

However the first thing that caught my attention was the finding that there's a lack of talk about football players and that they're just not likeable. How strong are the stereotypes about "dumb footballers"?

Milivoje Novaković could have easily said no to Slovenia. Playing as a youth he encountered many difficulties and extortion. He had to go across the border and succeed as a football player abroad (any resemblance to today's youth, forced to search for their opportunities abroad is not coincidental). And then "Nova" became the first-choice forward of Kek's squad at the World Cup in South Africa. Last year he was also the catalyst for the full turnabout in Katanec's national team.

Valter Birsa's dream transfer to AC Milan was laughed at (he was to be the housekeeper, towel guy), but last night he contributed to the first two AC Milan goals in a crucial Champions League match. Kevin Kampl is the most impressing Slovenian football player in recent years, however as a "gasterbajtar" he still hasn't won the sports hearts of Slovenia.

And here we also have the best Slovenian football player. He's considered to be one of the top 10 players in his position, in the most competitive and globalized sport today. But what's the use when last year goal keeper Samir Handanović became a school example of squandering away public trust. Finding himself in an almost lost situation as team captain he put himself at stake and tried to turn around coach Stojanović's ship, which was heading towards a rock rather than Brazil. He daringly announced he would retire from national competition. A turnabout did happen, but he's still silent. (My wife says that he gambled and lost, and that as a real man he now refuses to admit his mistakes.)

A flash of wit – how much do top teamsport athletes market themselves in Slovenia? Screens bombard me with the carved body of Cristiano Ronaldo and the calm genius of Lionel Messi, but "ours" are nowhere to be found. Legendary commercials such as the one with the top foreign athlete who played in Slovenia at the pinnacle of his career, Edi Kokšarov "I'll have windows like that myself", have also vanished.

As an athlete Anže Kopitar provides MMC with around 100 headlines a year. However he's under no obligation to anyone. "Sarma" cleverly chose to promote wooden houses, while Goran Dragić has made a real breakthrough making his presence felt, promoting a telecommunications operator and now also a Russian bank.

A thought – do the best really want that? Financially secure for life and competing at the biggest sports stages they don't really need the additional work at home. In addition they have to be cautious which brands they tie themselves with. At the same time they also have be careful not to steal the spotlight away from national teams taking care of their living spaces in a small market in times of crisis.

After all it is healthier for us. At least we don't have CR7 jumping at us from every other page, screen or shelf, in all shapes and sizes, as they do in central Spain and Portugal. At the same time (at least for now?) there's more room for individual athletes based in Slovenia who compete on the international stage. They often have more time between seasons to even pay talk-show host Mario a visit, and in that way win the sympathy that football "millionaires" lack.

P. s.: Regarding the title – who would want to have the sister of an xy Slovenian sports superstar embark on a singing career like Katia Aveiro?