Bike Pure launches anti-doping program
Bike Pure, an independent anti-doping organisation, has launched a new certification program designed to encourage the corporate sponsors of cycling teams to refrain from endorsing doping in the sport.
"One of the key drivers for cyclists or teams to be attracted to doping is the financial benefit that drug-fuelled results may bring," Andy Layhe, director of Bike Pure, said about reasons for the initiative. "Conversely, companies who tolerate or turn a
blind eye to doping practises can receive a commercial benefit from the results."
Bike Pure will certify that cycling sponsors are not backing teams that use drugs to enhance the performance levels of their rosters. If successful, the certifications will be seen as a reputed mark of approval by those wishing to eliminate the use of drugs
from the sport.
"Bike Pure has created a certification program for companies to stand up and say that there is no tolerance for doping and no profit will be made from it."
SKINS to be the first company certified by Bike Pure
Layhe announced that SKINS, a US manufacturer of sports clothing, will be the first sponsor to be certified by Bike Pure.
"Bike Pure is pleased to announce that SKINS will become the first such company to become Bike Pure Certified. SKINS' values and intolerance of doping were paramount in Bike Pure's decision to adopt SKINS as the first Bike Pure Certified company."
As the program develops, Bike Pure will hope to set a quality standard that will be crucial to the reputation of all sponsors in the sport.
"Just as cyclists and teams have responsibilities to play by the rules, so too do corporate sponsors," said Benjamin Fitzmaurice, sports director of cycling at SKINS. "SKINS has a responsibility to promote integrity and honesty in all of our actions and
relationships."
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