Czy za skandale dopingowe w UE będą płacić sponsorzy? Doping ryzykiem reputacyjnym i presją dla organizacji finansujących sport i instytucji regulacyjnych
Will sponsors pay for doping scandals in the EU? Doping as a reputational risk and pressure for sports sponsors and regulatory institutions

Summary/Abstract: Operating at the intersection of competition, business and political issues, contemporary sport faces challenges from the growing expectations of sponsors and an increasingly demanding public. This article aims to demonstrate that, with the development of EU sustainability reporting regulations, sports sponsors will be required to integrate reputational risks associated with doping into their management strategies. Through the example of incidents such as the suspension of Iga Świątek in 2024, it demonstrates the increasing pressure on sponsors and sports organisations to implement more effective anti-doping mechanisms.

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