Doping is the big topic of the media right now and of course it is also big with a public that is very interested in truthfulness. Specifically with politicians and sports officials and of course also with companies engaged in sponsoring. Everything, so has been said, needs to be put on the table and the sinners have to be punished harshly, as it is seen in the eyes of those who are not really affected, yet feel appointed to the bench.

Doping is an offense that is not simply condonable and it should not be seen as the obligatory consequence of a tough struggle for existence of competitive athletes forced to delivery top performances. However, do we really see this whole set of problems objectively? I do have my doubts.

Competitive sport has not been a sport as it was originally intended, in a long time. It has rather been entertainment and an event and the “athletes” performing this sport are more of a new kind of bondsmen, dependent on their investors, sponsors, protagonists and managers. Money is the crucial factor and it flows in large quantities as long as the set goals are reached. Cyclists are supposed to give an ailing telephone company the image of a quick and reliably working business. How? Of course by winning important bicycle races, in record time and by all means. Other companies want to support and loyally stand by a circle of friends fond of drinking while watching television broadcasts of soccer games, during moments of bliss or while overcoming disappointing outcomes. The only thing that counts anymore is the result. When there is a new record, money flows. If not, the investors consider their goals as not reached and the sponsorships end. This is very simple for one side but very risky for the other, whose income and existence is directly and intrinsically tied to their success or failure.

This is a merciless business and I think we should not be astonished if under these circumstances enticers try to successfully sell their idea of optimizing performance via doping in the Circus Maximus 2007 and the years after. And pharmaceutical research is going to deliver products whose use cannot be detected or proven. When athletes are relieved from this merciless performance pressure, they can do without doping. Just as a sales person is not going to revert to bribes, if his/her performance guidelines are realistic. Performance has to be viable and goals have to be attainable without the intake of performance enhancing substances which unnaturally alter the limit of human peak performance. The excuses of those overall responsible that they didn’t know of this misconduct and certainly did not approve of it, which we have to take note of almost daily right now, can hardly be taken seriously, no matter how bona fide one is. There is this awkward feeling that automatically creeps up on one, when the “big guys” sneak away and the little guy pays the piper, as it is called in the vernacular.

Corporate communication, specifically brand communication does not require sports sponsoring to lead to the set goals. Grid girls and broom closet tales do not sell products and the simple reproduction of brands on racing jackets and soccer uniforms does not improve any balance sheets. And he, who wants to do something for sports purely due to a philanthropic attitude, can gladly support youth sports: There are many sports clubs and schools in local neighborhoods and surrounding areas of corporations all the way to the sports organizations of the poorer countries in the world who would be very grateful for any support. And this type of action allows us to reach a certain kind of communications goal and along with that publicity that is for sure not doped.