No sponsor wants his or her brand associated with scandal, as has been a common occurrence within cycle sport over recent years. In defending the integrity of professional cycling, Bike Pure also protects sponsors investment within the sport, assuring it’s riders are held responsible for their own actions and removing the product association with a rider who is cheating. This is vitally important for a brand image, but has a knock on effect of decreasing the desire to dope: ensuring all elements in the sport stand united against the cheats.
A team’s financial backer has the power to induce change and with all power comes responsibility. It is with this commercial influence that the cycle industry can make a collective impact on the future of our sport. Demanding that their sponsored athletes race clean, taking pride in clean riders and thus promoting a healthier company image, which in turn, increases sales. For riders it is an issue of dignity and self respect, for the fans, heroes they can trust. For the cycle trade and sponsors: the companies who fund our sport – it is business – but business must have a conscience.
Cycling is a fantastic sport where the athlete must have the power and mental strength to train the body to perfection, coupled with the finest machinery in its beautiful efficiency. To promote professional cycling teams and riders who commit to ride clean and being associated with this commitment of conscience is the future for sport. Sponsors have a duty of care to promote a positive sport and fund an environment where young professionals will be nurtured and allowed to grow into fair, honest champions. Supporting drug free sport is endorsing cycling’s future for sustained prosperity.
We ask sponsors to demand an ABSOLUTE drug free commitment from their athletes and immediately remove (and be refunded) all support from cheating riders and teams and redirect it to young clean athletes.
If you wish for your company to be associated with Bike Pure’s philosophy please email us and add your company’s power to induce change. To the fans, please support the companies committed to helping cycling begin a new era of accountability, breeding champions we can trust.
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