So we have revelation upon revelation now, the question is what the end effect will be. Will we simply see one muppet replaced by another, or will there be real, lasting change? Is it really possible to change 80% of the people in charge in a sport? The folks at Sportenkort.dk asked me:
Given the latest revealings in USADA’s Armstrong-case, we would like to get your initial reaction, and what the case might mean to pro cycling going forward. Specifically, what impact will the findings of the USADA make on the pro teams ability to attract new sponsorship deals?
In case Danish is not your first language, here is my answer to them in English (or at least as much of an answer as I was willing to type on an iPhone.
The effect of the USADA report on the ability of teams to find sponsors depends entirely on the sport’s reaction. If the sport uses this occasion to truly clean up on an epic scale, it can be a lighting example of the future of clean sport and the most desirable sponsorship entity on this planet.
Because don’t forget, the implicated doctors like Ferrari and Del Moral (as well as Fuentes earlier) all work in other sports too. So if a sponsor has to choose between soccer, tennis, or any other sport pre-cleanup versus cycling post-cleanup, the latter is the much better and safer bet.
Of course, this is all conditional on this epic cleanup actually occurring, a cleanup that has to include the federations, the teams’ management, doctors, staff, etc. Right now it is not clear how this would happen – the people who can do this exist, but they are not currently in positions of power.
Frankly, the best chance I see is for some ethical VC to take over ASO and organize a completely fresh pro league around it. Given that this would rely on the ASO owners selling (which they don’t want to do) and on finding an ethical VC (sorry, couldn’t resist, but of course those exist), even the odds of the best chance materializing aren’t huge.
This doesn’t mean all hope is lost, the change will happen, it will just happen slower and less visible and so the attraction to sponsors – your initial question – will be much less.
Please let me know your thoughts in the comments below.