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Drugs and sport marketing - Essay Example
Pages 14 (3514 words)
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. …
Secondly, the issues associated with drugs negatively affect sports and athletes public image, making the specific relationship between drugs and sports marketing, primarily a branding and public relations dilemma. Introduction It is asserted by anti-doping supporters that drugs weaken the spirit of sports because they feel that humans should remain within limits and play within the given rules. But given that sport is becoming more and more high tech, what appears to be natural is becoming difficult to describe. Advocates of doping contest the effectiveness of drug enforcement measures in holding that anti doping measures encourage people to adopt unfair practices. However, there are many reasons why drugs are used in sports. 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. ...
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