After completing the first few weeks of this course, I have developed a much greater understanding of how major celebrities/ major athletes deal with unwanted outbursts of tarnishing news stories. And being a fairly broad sports fanatic, it has been drawn to my attention how Lance Armstrong dealt with the unfolding of events that spiraled out of control in the later stages of 2012 and earlier this year.

After being hit with major drug allegations Lance Armstrong went into hiding. He did not talk to any news reporters until his Oprah interview, which in theory I found to be a very smart tactic, but in practice and looking back at the interview it seemed that it was a failed attempt to rebrand himself.

Throughout the interview Armstrong tried many tactics in trying to provide an explanation for his drug use, when all most fans wanted, was an apology. Sure he said sorry in the interview, but I felt that it would have been a much more successful campaign if he were to have started by saying he was sorry, and not have given that whole “You would have done the same, if you were in my position” speech. Also I felt that he only talked about his cancer traumas to play the sympathy vote.

Although his Oprah interview was a flop (in my eyes), his brand still has not been as tarnished as much as I thought it would have. It just goes to show how people value what he has done for cancer awareness and charities far more than his record breaking cycling career.


OWN – Oprah and Lance Armstrong: The Worldwide Exclusive. 2013. OWN – Oprah and Lance Armstrong: The Worldwide Exclusive. [ONLINE] Available at: [Accessed 24 March 2013].


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