48
QUANTIFYING THE COSTS OF INTEGRITY BREACHES
Yet doping allegations continue, and the sport remains under a cloud of suspicion.
Following the 2010 Tour, it was revealed that winner Alberto Contador had tested
positive for a banned substance.
29
Meanwhile, Floyd Landis made allegations of
endemic doping in the Tour and accused his former teammate, seven-time win-
ner Lance Armstrong, of colluding in the practice. Prompted by these and other
allegations, the U.S. Food and Drug Administration’s Office of Criminal Investi-
gations has opened a formal inquiry.
30
The French anti-doping agency (AFLD)
has also called the credibility of testing into question.
31
And elsewhere, Italian
authorities launched a sweeping inquiry into a possible doping ring in Lombardy
that may involve more than 50 riders, team managers, and medical staff.
32
The impact –and potential cost –of doping scandals on cycling are suggested
in Figure 4.8, which plots the share of sports stories about doping on inter-
national television news from January 2007 to December 2010, against the
share of sports coverage in all TV news and newspaper articles in Western
Europe, the United States and South Africa. Peaks occur during the 2007 and
2008 Tours and are set against a downwards trend in the coverage of sport
in the media, suggesting that when doping scandals occur, interest in sport
as a whole declined.
FIGURE 4.8:
DOPING STORIES AND WESTERN EUROPEAN SPORTS COVERAGE 2007–DECEMBER 2010
0.0
0.2
0.4
0.6
0.8
1.0
1.2
2007
2008
2009
2010
Percentage of
Doping
Coverage in
all Sports
Stories
Percentage of
Sports in all
News Stories
Source: Media Tenor
14.0
13.5
13.0
12.5
12.0
11.5
11.0
10.5
0.0
Tour de
France
Tour de
France
FIFA
World Cup
Tour de
France
© MONITOR QUEST LTD. 2011
GUARDING THE GAME Preserving the Integrity of Sport
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