Being a Good Sport?

Photo of Sarah BarkerAs the Olympics came to London for the first time in over sixty years, 2012 saw the popularity of sport increase beyond all imagination. Children were able to see sporting heroes competing on home ground, and those lucky enough even got to sit close enough to feel the atmosphere.

In recent months, the exposure of the widespread Russian doping scandal has put a dampener on what truly was a magnificent summer of sport. Following which, cycling championships have been tarnished with the discovery of an electric bike and, despite strong-willed speeches from President Lord Coe this week, leading brand Nestle, has now ceased its sponsorship of the Kids IAAF Athletics due to doping and corruption scandals.

With current revelations of fraud and corruption in the world of sport coming all too frequently, there is a strong risk that the enthusiasm and inspiration created by London 2012 will be depleted. If younger generations have their heroes and heroines exposed as cheats and fraudsters, how will this affect their dreams?

Leading sports names such as Paula Radcliffe have had their personal details exposed in ways they never imagined; proving their innocence in a whirlwind of revealing publicity. Years of hard work, dedication and intense training can be unravelled with one negative headline.

It is time to stop. To consider the implications of all these revelations on the sport stars of tomorrow. By taking a zero tolerance attitude towards sporting cheats, the true essence of competition will prevail as it should. Inspire the next generation to play fair, to admonish the cheats, to aspire to be the best… truly the best.

For more advice on issues surrounding personal and brand protection, contact the #Choix Team.

Sarah Barker
Legal Investigation, Research and Training Consultant


T : 0330 321 1460