Doping Charges Mar Start of Tour de France

ESPN reports today that three of the biggest names in cycling, Jan Ullrich, Ivan Basso (pictured above), and Francisco Mancebo were banned from the Tour de France as a result of an ongoing doping investigation in Spain.

Basso finished second behind Lance Armstrong in last year’s Tour, followed by Ullrich in third and Mancebo in fourth.

Although the riders have not been convicted of cheating, the Tour charter allows riders to be banned while under investigation.

According to historical accounts, athletes have taken what they believed to be performance-enhancing substances for over 2000 years. Greek athletes supposedly ate “mountain oysters” in order to boost their strength (we don’t advise that you try this at home). 🙂  Efforts to establish a drug-free level playing field in elite athletics continue to struggle. It’s like a weapons race, with the people developing new doping methods competing with the people like WADA and USADA who are trying to prevent doping.

Dr. Ivan Waddington delivered a very important lecture to the International Olympic Committee in 2000 that helps us understand many of the issues involved with today’s doping controversies. Waddington points out that many current journalists, policy makers, and others involved with sports have a romanticized view of athletics, and lament what they see as an erosion of values in contemporary sport. Sports fans are typically opposed to doping, with 75% of Australians agreeing that cheats should be given lifetime bans. To protect a rosy view of athletics, these publics insist on more rules, more enforcement, and harsher penalties.

At the same time, people are demanding more and more of their athletes. We want to see records broken. We like seeing American uniforms on the winner’s podium. Dr. Waddington notes that athletes’ use of performance-enhancing drugs has to be viewed in the context of a culture that likes to pop pills for every psychological or physical ill. This is not an excuse–but a reminder of the challenges facing those of us who would like to see drug-free sports.

What happens to the accused athletes? Lance Armstrong fights back, winning a preliminary round in his libel suit against a British newspaper. Barry Bonds faces perjury charges, and his trainer is refusing to talk. Marion Jones wins another national championship, amid continued discussions of whether or not she is good for track and field.  There isn’t an article that doesn’t link Marion Jones and the BALCO scandal today.

For these athletes that are being accused of doping, there are several things that they could do with public relations strategies.  First, they need to get all of the facts and details of the accusations to prepare statements that are carefully thought out and prepared.  It is best to say that they will work with the authorities conducting the investigation and that they will be prepared to make a statement when it is concluded.  In the meantime, the athletes could say that they are disappointed in not competing in the prestigious Tour de France and that they still prepare to train and wish all the competitors the best in the Tour de France.

 Second, these athletes need to look into the long-term effects of what they say and what has already been said.  What will this do to their image or “brand” in the sport or to their native country today?  What about tomorrow?  What are the repercussions for their future outside the sport?  One of the most common assumptions people make is that this is just going to stick around for a short period of time and in a few weeks– things will be back to normal.  But in reality and the power of the Internet– scandals such like these will always lerk in the shadows.

The last point that I would like to make regarding this case is that these athletes are considered public figures, and that the media, fans, and others will all be making judgements about them and they have to be prepared for the criticism and backlash.  Many will label these athletes negatively, and some may not– it is best to be prepared.  These athletes need to think of all the different possibilities that they may encounter when talking with people about this issue.  Take one day at a time– and see what the next day unfolds. 🙂

The problem with the Barry Bonds, Marion Jones, and other athletes such as those accused in the Tour de France is that they are going to be the posterchilds of banned athletes of the sport– even though there are still many athletes that are doing the exact same thing.  This is an issue not only for athletes– but for everyone.