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This chapter concludes the volume. This is done in two capacities. First, the contributing chapters within in each theme are brought together through a reflexive discussion on current debates on anti-doping approaches, health and risk, doping arenas and communities, and the gendering of doping. Second, the interrelationships between the themes are discussed, pointing to new research directions.

The purpose of this paper is show how sponsors in a major sponsored event may react when facing a potential doping affair. The Tour de France cycling competition is a premier global sporting event – broadcast worldwide – and thus attracts very significant sponsorship. Cycling teams are named after their team sponsors. Recent global news has, however, shown that there are doping scandals involved in this event which impact both teams and team sponsors. When a doping scandal occurs in a team, the sponsors have to react rapidly and expeditiously to protect their brand reputation.

To ascertain potential reactions, team sponsors are interviewed in depth and their reactions to a doping affair assessed. The sponsors represent different brands and their commitment as team sponsors also varies.

Research shows that sponsors react similarly when a doping scandal occurs in their team and adopt similar communication strategies in that situation. While best practice is apparent, doping policies put into place by sponsors nevertheless differ. These practices are more than just preventative in nature, i.e. they anticipate and try to prevent doping affairs.

The teams and sponsors are engaged in a long-term relationship to build brand heritage. Undoubtedly, doping is taken very seriously, as consequences can be severe. In this sense, the sport, the teams and the sponsors share the same vision and objectives.

Team sponsors reactions while facing a potential doping affair have not yet been assessed. Best practices become visible which might serve as guidelines in other global sporting events, also generating significant sponsorships.

This chapter introduces the sociologically informed concept of cultural manspreading, which is used to critically examine how gender and power operate in relation to doping and image and performance enhancing drug (IPED) use. Though not exclusively, the chapter centres on the online doping context and how men and women in different forums navigate their doping lifestyles and identities. By focusing on the online doping context, the chapter brackets not only the focus on sport and fitness that has dominated much research, but also the physical dimension that have been at the heart of manspreading in public discourse. Thereby the concept is theorized for wider interpretations, including analysis of men dominating spatial, social and sexual aspects/domains of doping subcultures to the detriment of women or subordinate men. Though doping subcultures are steeped in a masculinity that prioritizes muscular masculinities and construct men as experts and sources of knowledge about doping, the chapter also illustrates how both men and women sometimes play into and challenge such patterns and gender dynamics. Indeed, at times, women's presence in different doping spaces can be a challenge to the default male position. Further, by introducing women-only doping forums the chapter argues that women can begin to debate and share their experiences uninterrupted, developing their own store of knowledge, and setting the female body and experience as default. This supports the idea of a gradual formation of a sis-science doping culture.

This chapter focuses on what we know about the intersections of gender, doping and sport and addresses the history, complexities and nuances of how gender impacts perceptions of and research on doping in sport. After establishing briefly what the physiology, psychology, media studies and sociology literature demonstrates with respect to the intersection of doping and gender, this chapter addresses how and why gender was neglected in the creation of anti-doping policies. The lack of thought toward gender in the creation of the current anti-doping system, combined with the conflation of drug testing and sex testing issues by the International Olympic Committee's medical commission in the 1960s, has led to persistent gender stereotypes associated with anti-doping rule violations. As a result, unintended overlap between sex testing and drug testing continues, with implications for the eligibility of intersex and transgender athletes.

The purpose of this chapter is to examine the functioning of the World Anti-Doping Agency (WADA), an organisation that is coordinated by national governments and private sporting organisations to fight doping in sport. Drawing on official WADA documents and one of the authors’ first-hand knowledge of WADA’s workings, we begin by presenting the agency’s objectives, its joint Olympic Movement-public authorities governance structure, its stakeholders and its more important procedures. WADA is currently facing a number of challenges it must overcome if it is to ensure effective cooperation between governments and the sports movement and continue leading the fight against doping. We next briefly examine these challenges, which affect four main issues: athlete testing, compliancy by anti-doping stakeholders, governance structures and the agency funding. We conclude our analysis by suggesting possible ways of addressing these issues, drawn up in light of semi-directive interviews carried out in September 2016 with two senior representatives of WADA, two UNESCO representatives responsible for cooperation with WADA and two experts in national and international doping legislation. These data were complemented by discussions with stakeholders attending the three-day symposium held by WADA in Lausanne in March 2017. The conclusion stresses the need for WADA to restore public and government confidence in its work, 17 years after it was created.

This chapter explores the relationship between athletes and sports law within the anti-doping narrative. The World Anti-Doping Code is the most important reference to understand this relationship. Athletes are constantly pressured to meet standards beyond reasonable expectations. This chapter explores the anti-doping narrative from the athletes' perspective, mapping out the inherent legal hurdles impeding delivery of equitable outcomes for the athletes. Such hurdles are the result of lack of bargaining power by the athletes. This chapter critically evaluates the existing literature on the anti-doping narrative and identifies the gaps in the structures affecting the athletes, Sports Governing Bodies and the World Anti-Doping Agency (WADA). This chapter then focuses on the usurpation of athlete's rights through the instrumentality of the WADA Code that appears to predominantly promote and protect the interests of the governing class against those it governs. It is one of the first to analyze the existing anti-doping narrative and its impact on athlete's right within the 2021 WADA Code, which has not introduced any fundamental changes to the existing anti-doping narrative. The chapter argues for a more equitable treatment of the athletes while enforcing the 2021 Code, and for revising the existing anti-doping measures vis-à-vis athletes and opens possible areas of future research.

There are two key approaches in doping prevention research: (1) to investigate why athletes dope (i.e. risk factors) and (2) to investigate why athletes do not dope (i.e. protective factors). Both approaches aim to reduce the occurrence of doping. Even though there is a lot of evidence showing which factors protect athletes from doping, there is still the problem of putting research into practice. Currently, evidence-based prevention is lacking. In this chapter, we propose a roadmap of possible solutions in three areas: improving the translation of research findings into practice, increasing financial resources and training of human resources, and acknowledging the recipients' voice.

In response to widespread concerns about health and fairness within elite sport, the World Anti-Doping Agency (WADA) was established as an organization to tackle the use of performance enhancing drugs in sport. Whilst significant efforts have been made to regulate performance enhancement in the context of elite sport, the use of prohibited substances continues to persist. Doping rules are now potentially applicable across sporting levels, not just within elite sport. The WADA has further formalized its jurisdiction in recreational sport by defining the term ‘recreational athlete’ for the purposes of their regulation within and by the 2021 WADA Code. The extension of Anti-Doping Policy into recreational sport broadens the scope of anti-doping's regulatory framework but is consistent in its health protection rationale, and its attempt to preserve sporting integrity. There are, however, a number of ethical concerns associated with the application of Anti-Doping Policy within recreational sport. Anti-doping policy was originally designed exclusively for elite athletes and although amendments have been made within the revised 2021 World Anti-Doping Code, it is unclear whether this extension is justifiable or operationalizable on a global scale. This chapter pays particular attention to the 2021 WADA Code revisions and draws attention to the role of anti-doping policy within recreational sport. Here we raise some ethical concerns associated with the 2021 WADA Code and critically examine the implications for recreational athletes.

This chapter introduces the main aims and ambition with the anthology, which is to bring together research from diverse perspectives on doping and Image and Performance Enhancing Drug (IPED) use. The chapter highlights existing but often backgrounded links between sport and fitness doping research and present a re-reading of the cultural history of doping through which simplistic divisions, such as that between sport and fitness, are deconstructed. Further, by unbinding the hegemonic divide between sports doping and fitness doping, new insights (and themes) concerning anti-doping, health and risk, new emerging doping spaces and the gendering of this field of research are brought to the fore. These themes are then used as point of departure when introducing the different chapters and scholars that contribute to the volume at hand.