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Spotlight: The Birds & the Bees of Sports Science Research Papers. How Research is Conceived & Delivered

The Real Science of Sport Podcast

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Marketing and Ethics in Sports

This chapter explores the intersection of marketing strategies and the authenticity surrounding female athletes' achievements, particularly in endurance sports. It delves into the implications of performance-enhancing technologies and doping regulations, highlighting the complexities of anti-doping policies and the ethical challenges faced by athletes. Through various examples and personal anecdotes, the discussion reflects on how marketing narratives shape perceptions in sports while questioning the integrity of competition.

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