The Tour organization has made a statement to fight against any form of doping and to stay a clean race and banning cyclists who were caught doping or under trial for doping.
A clear marketing move to retain sponsors, sell the race to the TV Stations.
But yesterday something went broken.
A German cyclist has been found positive to an antidoping control on June 8, well before the Tour, but he was in the race until three days ago.
The two major German Television, ZDF and ARD, decided to stop to broadcast the Tour.
Nikolaus Brender, from ZDF on behalf of the two TV channels, said: "We cannot air an event with athlets and teams that may be using drugs. We want to show that we can sustain the movement if and only if it is clean. And this is a message for all the other sports, too."
This is a move that should make all the marketers to think about how the sponsorship in sport events are a delicate topic, how is important to carefully choose the sport and the face to marry your brand.
The fastest is not always the best.
The honest, yes.
At least for your brand.