Doping damaging credibility of athletics – claim 27/04/2010 |
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The doping scandals that have plagued athletics in recent years could see it overtaken by swimming as the leading Olympic sport, according to experts.
Bob Dorfman, creative director of San Francisco's Baker Street Advertising and a nationally recognised sports analyst, told Reuters: "Because of the drug issues, because it [athletics] is not terribly compelling, I think swimming has taken over a little bit in terms of Olympic sports popularity."
His comments came in the wake of Olympic and world 400 metre champion LaShawn Merritt's admission last week that he had failed three dope tests for a banned substance contained in an over-the-counter male enhancement product he had taken.
Paul Swangard, managing director of the University of Oregon's Warsaw Sports Marketing Center, added: "These stories always amount to a huge setback in keeping the sport relevant to people who barely care to begin with.
"It is the type of thing that contributes to a general reluctance by fans and ultimately to sponsors.
"Every time the sport seems to be poised to hit the mainstream, these types of revelations tend to set the sport back further than other sports because there is so much history with past issues related to performance-enhancing substances.”
Doug Logan, chief executive of USA Track and Field, said of Merritt’s case: "Actions like this are costing them [athletes] paydays.
"It is this kind of behaviour that diminishes the value of the sport in the commercial world. I am not planning any sponsor calls in the next 48 hours.”
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