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Bodybuilding and Power Lifting are minority sports and will remain so. There are many who would like the sports to get more publicity, more support, more sponsors and more competitors. In general terms it will not happen. We should remember that being a minority sport is the norm. We see footballers, golfers and snooker players making vast amounts of money participating in their sports but most sports generate little cash even when there is massive support. In the UK motor bike racing in all it forms gets lots of support from Joe Public but most competitors beg, borrow and scrounge the money and the bits to let them carry on racing. We have more competitors in motor cycle sport in the Uk [including Northern Ireland] than the whole of the rest of Europe put together. But there is damn all TV time and so there is no sponsorship.
We all feel that bodybuilders should be better paid. In fact few bodybuilders get paid anything at all. A few like Ronnie Coleman and Jay Cutler make a reasonable amount of money but they are just a handful. Bodybuilding and power Lifting are very costly because of the food consumption but most competitors have to buy everything themselves.
Both sports have an additional problem. Drugs. It is a simple truth that virtually all competitors in these sports use performance enhancing drugs at some point in their training. What is more, the competitors want to use these drugs. There are contests for drug tested bodybuilders but support is poor and few bodybuilders want to go down the drug free route. It is not cheating. I know what bodybuilders use and I have a pretty good idea of the combinations of substances and the quantities, But since everyone is at it and everyone knows that everyone is at it, it cannot be called cheating. Outside our sports there are politicians and self-righteous men in suits and blazers who think that sport is something so pure it hurts and that using anything to improve performance is a corruption of this fantasy. Any suggestion that anyone has failed a drugs test leads to newspaper headlines and an athlete can have his or her career ruined because they just wanted to be the best. Often you do not even need to be guilty. Remember Greg Rusedski and and his drug test failure traced to an amount of nadralone so tiny that it would not have made a gnat grow and he had to go to court to argue his case — and even then they couldn’t bring themselves to face the truth and tell the testers to “Bugger off! His drug intake is immeasurably small. Get serious!” There are many whose sport — like bodybuilding — will never make it into the newspapers unless someone fails a drug test. It is this big negative publicity that will put off big corporate advertisers and sponsors and without these sponsors it is unlikely that there can ever be big money in bodybuilding.
What is less easy to accept is the failure of large supplement companies to put more money into the sport. These are specialist companies in a specialist business that turns over billions of dollars in the USA every year and many millions of dollars elsewhere. Many sell their products using top level bodybuilders in their adverts and their company images are not going to be damaged by bodybuilders failing drugs tests because [1] at the present time, bodybuilders are not drug tested, [2] their prime customers buy on the basis of the athletes they support and these customers do not care a monkey’s about drugs tests. It is likely that drug testing in some form will have to be introduced into the sport because of the happenings in America. There the Establishment will insist that drug tests are introduced and if the sport does not do so voluntarily there will be legislation. And this could have a knock-on effect around the world.
But as long as bodybuilders and power lifters are associated with drugs — and they use far greater quantities than athletes in other sports — then blue-chip companies will not give their support. And everyone should realize that if competitors want to use drugs then they cannot allow the sports to get more public profiles. As long as these remain minority semi-underground activities then the negative publicity from drugs will be minimized
Then there is TV. Very conservative are TV companies. Only the cable companies will go for bodybuilding and power lifting because both are cheap and can fill acres of empty screen time. But the BBC and ITV concentrate on wall-to-wall football plus some rugby, golf and snooker. They even show us lots of athletics. Why? It is hardly a well supported sport [see opposite].
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