Cyclist Jan Ullrich proved that even an athlete marred by a doping scandal can still make money from sponsorships. Ullrich was the first German to win the 1997 Tour de France and was the runner-up to Lance Armstrong in five subsequent Tour de France races. He was incredibly popular in his homeland until he was linked to a major doping scandal in 2006. Ullrich retired under a cloud of suspicion in 2007.
Alpecin, a German manufacturer of hair loss products, wasn’t put off by Ullrich’s doping past or the numerous steroid scandals that have engulfed the sport of cycling. The company decided to sign Ullrich to a long-term sponsorship contract last week .
“We are delighted that Jan Ullrich is supporting our cycle sport event,” said Eduard R Dörrenberg, the managing director of the Dr Wolff Research. “His example shows that you can not only rise to the top but also fall back down. Then it’s all about getting yourself back up again.”
Alpecin sells various hair loss products including a shampoo that contains caffeine. The active ingredient in Alpecin Caffeine Shampoo purportedly block the effects of dihydrotestosterone (DHT) on the hair follicle. The company’s provocative marketing slogan is “Doping für die Haare” or “Doping for the Hair”!
Ullrich was announced as the company’s “long-term ambassador” and the face of an amateur cycling competition sponsored by the company. The announcement was made during a press conference held the day before the Court of Arbitration for Sport in Lausanne (Switzerland) was scheduled to decide whether Ullrich was guilty of doping.
The Court found Jans Ullrich guilty for his involvement with doping doctor Eufemiano Fuentes on February 9, 2012. He was banned for two years and stripped of his titles after 2005.
The Spanish Operación Puerto investigation had uncovered incriminating documents in 2006 suggesting Ullrich had paid approximately €35,000 to Fuentes for doping products and procedures. Investigators matched Ullrich’s DNA with nine bags of blood recovered from the offices of Fuentes.
Dörrenberg maintained a straight face while claiming that it was a “complete coincidence” that Alpecin’s manufacturer hired an athlete who became the posterboy for “doping for cycling” in order to promote “doping for hair”.
“We don’t believe in simply using a famous face in our advertising,” according to Dörrenberg . “Our relationship with Ullrich is not a short-term PR gag but something which is consciously meant for the long term.”
Source:
Pidd, H. (February 10, 2012). Cyclist Jan Ullrich promotes ‘doping’ hair product. Retrieved from http://www.guardian.co.uk/world/2012/feb/10/cyclist-jan-ullrich-doping-hair
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