Doping in elite sport - do the fans care? Public opinion on the consequences of doping scandals

Abstract

There are indications that commercial stakeholders are reluctant to associate with sports involved in doping scandals. A survey of 925 Norwegian sports consumers supports this reluctance, showing no tolerance for pure doping substances. The majority were in favour of tough responses to athletes and sports involved in doping. Older respondents were more negative towards doping. Those who were strongly interested in sport were more willing than others to accept doping.

Citation

Solberg, H.A., Hanstad, D.V. and Thøring, T.A. (2010), "Doping in elite sport - do the fans care? Public opinion on the consequences of doping scandals", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 3, pp. 2-16. https://doi.org/10.1108/IJSMS-11-03-2010-B002