The Tour de France: corporate sponsorships and doping accusations

摘要

The Tour de France is one of ten major sporting events in the world, attracting a global audience of cycling enthusiasts and followers. In 2012 and 2013, the values inherent in the sporting efforts and team spirit of the Tour were overshadowed by various scandals linked to doping affairs. Lance Armstrong, with seven winning yellow shirts, now admits to cheating seven times. The negative impact of the doping scandal endures. Discussions concerning socially disapproved behavior are aired or broadcast via on- and off-line media, and while the negative content may diminish public interest in the Tour de France, the event will continue to fascinate audiences and sell broadcasting rights and sponsorships. The event is based on sponsorship and the most well-known contributors sponsor teams. As in Formula 1 or yacht racing, teams in the Tour are named after their sponsors (i.e. corporate brands). The cyclists are part of these teams. Thus, corporate image is directly linked to the event and, by extension, to its teams and their members. Corporate brand image or reputation may be spoiled or marred due to doping in their teams, and companies react differently to accusations.