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Drugs and sport marketing - Essay Example

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Drugs and sport marketing

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. 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 The issue of drugs use in sports is becoming increasingly controversial as more and more substances are entering the market. The basic issue to be discussed is how to deal with performance enhancing drugs in sports and which particular substances should be banned and for what reason. Another issue is what substances should not be banned and whether the ban on drugs should vary between different sports or remain the same. In considering these options it is important to contemplate about what would happen in the coming time about scandals relative to steroids, which just cannot be permitted to continue like this. Balancing Act Many observers and scholars believe that any substance that does not have the potential to lift athletes above what they can perform naturally should be legalized. For instance, food supplements fall in this category because at best they only enable the body with the required building blocks to create a frame through appropriate training and supervision, which is eventually limited by the individual’s genetic potential. However opponents of drug use insist that whatever arguments may be made in the context of an individual’s ability to run faster, to lift additional weight and to increase stamina, there are specific levels of side effects for all drugs. Most of the side effects are because of excessive use and abuse of these very substances. If athletes are permitted to use banned substances, controversies will be created and there is no guarantee that athletes will not over use or abuse these substances. Perceptions vary in the context of what the public and policy makers think about drugs being patronized by the sports industry. Fost (1986) believes that there are negative connotations about using drugs, which has mostly jeopardized the interests ...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 : yshanahan
Drugs and sport marketing essay example
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