Rather than avoid the issue, cycling efforts aim to convey the sport's anti-doping actions
The Tour de France is not quite the hot property that it once was. Last year, television ratings for the world's premier cycling event fell by almost half, as a Lance Armstrong-less field failed to hold the attention of casual fans.
However, the sport's governing bodies, its sponsors, and its media partners knew that the lack of Armstrong's star power was not the only issue limiting the public ...