EVEN FOR THOSE who still retained the power to be shocked by doping scandals in cycling, the demise of Lance Armstrong surprised only to the extent that it had taken so long. Yet it was not the demolition of another hero or the damage done to sport that attracted Frontiers' microscope. The jostling and positioning of sponsors in the wake of the news that Armstrong was to be stripped of his medals set some warning bells ringing. Would we actually see sponsors asking for their money back?
You need to be a SportBusiness Sponsorship subscriber to view this content
Talk to our team of experts to learn more about the benefits of subscribing
Already have an account? Sign in here