There’s no doubting that Lance Armstrong is very good at being the centre of attention. Since last summer, mainstream media has delivered a steady flow of stories – and the latest onslaught to the senses is the ‘Oprah opera’ now playing before the eyes of the world.
The admission from Armstrong that he took performance enhancing drugs is no surprise to anyone… The way this is being played out on TV is perhaps no surprise either. Although, given the legal, regulatory and commercial implications of the confession – it is likely that a day (or more) in court is the only way to clean up an ugly mess for cycling.
Brands associated with Armstrong are, of course, also seeking to protect themselves from any fall-out. Nike has today, for example, reiterated its position on the matter with the following statement:
‘Nike does not condone the use of illegal performance enhancing drugs in any manner. We love sport and believe in the integrity of competition. We terminated our contract with Lance Armstrong in October 2012. We remain saddened after being misled for more than a decade.
‘Nike plans to continue support of the Livestrong initiatives created to unite, inspire and empower people affected by cancer.’
This follows a previous statement made by the company about allegations that Nike was involved in some sort of cover up – and the subsequent termination of its business dealings with Armstrong.
For triathlon in particular, it’s staggering to think how things have changed in 12 months. Whether or not Armstrong ever returns to competition – or if race organisers, and event sponsors, are ever prepared to want him back – the recent past is a reminder how close triathlon came to becoming embroiled in the ‘Armstrong saga’.
Not so long ago, the sport was welcoming the major PR boost of Armstrong’s return to tri:
- In February 2012, the Lance Armstrong Foundation announced a partnership with Ironman brand owner World Triathlon Corp (WTC) to raise more than US$1 million for people affected by cancer. This involved Armstrong competing as a professional athlete in several Ironman and Ironman 70.3 races.
- Trek Bicycle, the long-time bike sponsor of Lance Armstrong, then confirmed its backing of Armstrong’s return to the world of tri.
- SRAM heralded Armstrong as ‘the most popular newcomer to the genre… forging a very serious bid for the Kona title.’
- In March, Tour de Force, the company behind the international Ride with Lance events, and Active Network unveiled ‘Swim Bike Run with Lance & Friends’ – a training camp in Hawaii.
- In May, LAVA, the Official Magazine of Ironman, gave away a signed photo of Lance Armstrong to one lucky new subscriber
While the halo effect was short lived, at the time, it seemed that Armstrong could take the sport of triathlon to a new level. It all got so close to a high profile return.
For brands associated with athletes, through to regulators and – at a grass roots level – for age group athletes worldwide, this is a stark wake-up call.
All sponsors, whether they are endemic or non-endemic to the multisport industry, will be acutely aware of damage by association. As a consequence, keeping it clean will be the only way for sport, and triathlon, to flourish in the years ahead.
The banning of age groupers for doping is a positive step in the right direction. WTC took such a step, when it announced in October that a US age group triathlete had been found to have committed a doping violation. The athlete received a one-year period of ineligibility for the offence and was suspended from Ironman competition following the adverse finding.
The win at all costs mentality doesn’t wash with anyone – particularly for sponsors seeking to invest in triathlon – and keeping tri clean at all costs is the way to move on.
