Charities/Donations
Often, pro athletes take their large sums of money and donate lots of it to charities or create their own organizations. An example of notable charities include Peyton Manning's "Peyback" Foundation, which promotes future success of disadvantaged youth. Another example is Kurt Warner's "First Things First" foundation that focuses on supporting children's hospitals and single parents in the US.
Role Models
Athletes are role models to young children growing up playing sports. Young athletes want to be the star of the show and act cool like the best pro sport players. Because of this, the pro athletes have to make sure that they act appropriately and respectfully, knowing that tons of kids eyes are watching them.