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Not sure they've ever mean personality in that sense, just sportsperson. Think it's always been on sporting achievement and the award's name is a bit archaic.
"The panel produces a shortlist that reflects UK sporting achievements on the national and/or international stage, represents the breadth and depth of UK sports and takes into account 'impact' within and beyond the sport or sporting achievement in question."
Indeed, so not really 'personality' in the sense of 'television personality' so to speak.
I cannot work out how Sterling was shortlisted by the BBC and Rashford ignored...
Because Raheem was the standout in England's run to the Euros and Rashford did not so whilst he is to be landed for what he's achieved outside of sport in this instance it doesn't count for anything