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The cyclist Lance Armstrong lost his sponsorship from Nike for taking performance enhancing drugs - Edexcel - GCSE Physical Education - Question 13 - 2019 - Paper 1
Question 13
The cyclist Lance Armstrong lost his sponsorship from Nike for taking performance enhancing drugs. Explain why Nike ended Lance Armstrong’s sponsorship deal.
Worked Solution & Example Answer:The cyclist Lance Armstrong lost his sponsorship from Nike for taking performance enhancing drugs - Edexcel - GCSE Physical Education - Question 13 - 2019 - Paper 1
Step 1
Nike originally sponsored Armstrong due to high profile/role model/his link with excellence
Answer
Lance Armstrong was initially a celebrated athlete known for his exceptional performance in cycling. His achievements positioned him as a high-profile role model, making him an attractive sponsor for Nike, which aimed to align its brand with excellence.
Step 2
If an athlete is discredited/cheats/banned from their sport/displays deviant behaviour
Answer
However, Armstrong's involvement in performance-enhancing drugs led to significant discreditation. When an athlete engages in cheating, it not only reflects poorly on their own integrity but also on the brands that support them.
Step 3
this creates adverse publicity/will reflect negatively on company/tarnish brand/sponsor will not want to be seen to support deviant behaviour
Answer
The scandal surrounding Armstrong created adverse publicity for Nike. Brands like Nike are often closely associated with their athletes, and such negative behaviour can tarnish the brand's image, leading to a reluctance to maintain sponsorship of individuals exhibiting deviant conduct.
Step 4
which will cause drop in sales/affect sales of product
Answer
Ultimately, the negative publicity and association with a discredited athlete can lead to a drop in consumer trust and loyalty, directly affecting Nike's sales and market performance, prompting the company to end the sponsorship deal.