"Cycling Sponsor Gets Warm and Fuzzy"

From Roadcycling.com


Review by Justin Thorpe in KIN 435 (section 2)

We all know that doping, which is known as the administration of drugs to enhance or inhibit sporting performances, is frowned upon in almost every sport. Cycling is one of the many sports in which doping is considered illegal for individuals to do. In the article, “Cycling Sponsor gets Warm and Fuzzy”, it talks about a cyclist named Contador who has been involved in doping scandals and has failed drug tests relating to using performance enhancing drugs. Although, Contador has been found guilty for using performance enhancing drugs his sponsors, Saxo Bank, has remained loyal to him and continue to sponsor him during his difficulties. Most sponsors are known to revoke their sponsorships from individuals who are involved in doping scandals or have failed drug tests relating to the issue, such as T-Mobile and Milram. T-Mobile and Milram pulled their sponsorship away from Floyd Landis Phonak immediately after he was involved in a doping scandal. Saxo Bank continued to sponsor Contador because they state that they “support their clients in their moments of success and also of difficulty, and this is equally valid for our riders”. Although Saxo Bank stated that they basically stay with their clients through the good and bad of their sport careers, it is believed that Saxo Bank continued to stay with Contador because of the money that he has and can bring to them. Everyone knows that the economy right now is not at its best and therefore I understand why Saxo Bank would continue to stay with Contador. He is a great cyclist who has won many cycling tours, such as recently having two stage wins in the Tour of San Luis in Argentina. Although the punishment of being involved in a doping scandal, in Germany, is a two year ban, I feel that Saxo Bank is smart by staying with Contador because they know that once Contador ban is completed he will be back cycling in full force and would be capable of winning tours and money to give to his sponsorship.