StudentShare solutions
Triangle menu

Drugs and sports marketing - Literature review Example

Extract of sample
Drugs and sports marketing

Mottram (2011) summarized the fundamental reasons into four, namely: 1) for legitimate therapeutic use (prescription drug or self-medication); 2) performance continuation (treatment of sports injuries); 3) recreational/social use (legal and illegal); 4) performance enhancement. (p16) These classifications underscore the sheer expanse of the coverage of drug-use in sports and one may be sure the industry that supplies the requirements is lucrative as well. The extant literature on this theme – drugs and sports marketing – is equally expansive and comprehensive owing to this particular aspect in addition to the degree of attention it receives. Sports is a popular form of entertainment today. These two variables combined demonstrate how drugs and its use affect the public image of sports and in the process illustrate to how it is perceived and, hence, marketed to its public. The following sections outline the key issues of this topic in the body of literature. These issues include: the ban/restrictions on drug use based on ethical and moral considerations alone; the fairness of performance-enhancing drugs in competition; and how drugs negatively affect the public image of sports. Key Issues Balancing Act Many observers and scholars underscore that it is imperative to distinguish the use of drugs in sports as Mottram had previously done. The reason behind this lies in the way drugs are perceived by both policymakers and the public that patronize the sports industry. There are several studies that argue how the negative connotation of drug-use often put athletes and sporting bodies in dangerous disadvantage. For example, Fost (1986) cited the classic case of Rick DeMont, an American long-distance swimmer, who had to give up his Olympic gold because it was discovered that before the competition, he took a routine antiasthmatic medications which contained ephedrine – a prohibited substance. (p5) The idea, with DeMont’s example, is that if the aversion to drugs is misplaced, it could become unjust to the athletes themselves. This is also true with regards to the way the private lives of athletes are scrutinized and dragged in the way sports are regulated. This is represented by the constant debate with regards to the addition of recreational drugs as part of the restrictions in the International Olympic Committee’s drug-testing requirements. Schneider and Butcher (2001), commenting on marijuana use by athletes, stressed: The IOC has no good grounds for including marijuana on a restricted list, or for testing for its use. The mandate of the IOC for drug testing is to ensure that athletes compete fairly… Some people might argue that the use of marijuana is illegal (and perhaps also immoral) and so the IOC is justified in testing for its use. But what possible grounds are there for suggesting that the IOC has a role in enforcing the law? (p132) The difficulty for marketing here is how to reconcile the ethical and the practical needs of the stakeholders. A crucial position in this case is how many researchers find athletes as role models for individuals especially for young people. For instance, Martin and Bush’s (2000) findings - in their investigation on the role models for teenagers today - placed athletes on equal footing with direct role models, the parents as well as their favorite entertainers. (p441) Waddington, argued that drugs connote - in the perspective of the wider public – ...Show more


This article investigates the relationship of drugs and drug-use with sports marketing according to the existing literature on the subject. There are two important findings in this investigation. …
Author : norbert87
Drugs and sports marketing essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the literature review on your topic
"Drugs and sports marketing"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Motivational theories in sports psychology
1.0 Introduction 1.1Overview of the psychological factors effecting performance. Sport psychology is the scientific study of the actors in sports and their behaviour. It is multidisciplinary drawing from Kinesiology and psychology. Its prime aim is to study the factors influencing performance in sports, particularly how the psychological factors affect an athlete’s performance and how physical activity affects the psychological development and well-being of an athlete.
8 pages (2000 words) Literature review
Social network marketing
Additionally, companies and industries initiated promotion and publicity operations focused on people with the help of written sources and audio/video channels. However, this policy is expensive and its efficacy is hard to determine. On the other hand, it is generally not obvious that how broadcast marketing will play a major role in the latest information financial condition that allows for exceptionally cooperative and focused interactions.
2 pages (500 words) Literature review
Marketing - A Research Proposal
It strengthens the bond between organizations and general public. It is an ongoing process which have adverse effects if slows down. This report will illustrate a review on marketing and the debates that have changed the scope of marketing. This research proposal includes text analysis that is the supporting part of the research aim.
5 pages (1250 words) Literature review
International fashion textiles Marketing
The organization was founded in the year 1994. It is the first international luxury brand (Lu, 2011, p.121). The brand is popular for providing traditional Chinese fashion statement. This part of the study will provide some theoretical aspects about Internationalization process of luxury fashion textile industry (Gillespie, Jeannet and Hennessey, 2010, p.508).
12 pages (3000 words) Literature review
Literature Review on Marketing
A brand is a product, service, or idea that is widely differentiated from other products, services, or ideas so that it can be conveniently communicated and marketed. Brands are generally shielded from use by others by acquiring a trademark from government organization.
15 pages (3750 words) Literature review
This feature of marketing strategy has made many organizations opt to use social media as their marketing tool. Social media provides the most comfortable and appealing platform for marketing than any other medium (Kincy, 2011). In explaining the significance of the social media, Hargadon & Douglas (2001) also point out that social media makes it easy for consumer to realize their need, access available options and receive customer service.
4 pages (1000 words) Literature review
Social network marketing
However, this policy is expensive and its efficacy is hard to determine. On the other hand, it is generally not obvious that how broadcast marketing will play a
2 pages (500 words) Literature review
Integrated marketing communication
s unique features which are lacking in other automobiles and provide them with constant support to help them remain engaged while they are making their mind. Maintaining consistency in marketing messages through an integrated marketing communication mix in the modern period of
8 pages (2000 words) Literature review
Marketing module
I have learned that identifying the target market requires the application of several marketing strategies. At first, the organization has to research the market to identify their potential clients. Thereafter the organization has to design the approach for attracting the clients (Kurtz 2012).
4 pages (1000 words) Literature review
Critically analyse the recommendations for hydration during endurance events and discuss the role of sports drinks in relationship to health and performance
The formulation of the drinks is geared towards dehydration prevention, supply of carbohydrates and electrolytes, and there is the intention of them being highly palatable to the athletes and have some effect on their personal performances during
12 pages (3000 words) Literature review
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us