Johan Bruyneel has launched a new sports agency as he
plots a move back into cycling, along with other sports, despite a lifetime
ban.
The Belgian former pro cyclist and former team manager
received a lifetime ban from all involvement with cycling due to his
involvement in doping, much of it during the Armstrong years.
Bruyneel was managed at US Postal Service during the
years Armstrong took the yellow jersey to Paris seven times in the Tour de
France, though was stripped of those titles.
He also managed Astana when Alberto Contador won the Tour
and when Armstrong came back to the sport after several years in retirement.
Armstrong is also banned from cycling for life and
Contador served a doping ban, though not connected to the same scandal that
brought down Bruyneel and Armstrong.
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Johan Bruyneel has now launched the 7evenPlusTwo sports
agency. It seeks to work for athletes, events and brands and has commenced
operations despite its founder begin banned from all WADA sports for life.
The new agency is described on its website as an
international agency for “sports marketing and strategy”.
“We manage sporting assets from large scale sporting events and their associated brands to life plans for individual athletes,” the site says.
“Our work with teams in all sorts of sports focuses on
developing winning strategies, helping to turn good teams into great teams. Our
strategies help individual athletes become sporting legends.
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“Sport is big business, so we work with sponsors, rights
owners, Governments and international sporting organisations to create
profitable world class sporting spectacles.
“We believe sport is an important part of a healthy
community, so we work with organisations including city authorities and sports
associations to maximise public participation in and enjoyment of sport,
whether individually or through amazing mass participation events.”
Bruyneel’s plans will test the extent of his ban and the appetite of the anti doping authorities and sports’ governing bodies to block him working with athletes, events and other stakeholders.
However, his ban was only extended in 2018 from a 10-year ban to lifetime meaning WADA is likely to closely watch his attempts to move back into sports.
Irrespective of his ban it would be difficult, if not impossible, to block Bruyneel being used by riders, event organisers and others as a consultant or deal-maker.
Armstrong, for example, has continued his involvement in cycling via his podcast – The Move – which broadcasts on cycling and is sponsored. He also interviews riders and other athletes participating in WADA sports.
Furthermore, Armstrong sells merchandise and even rides non UCI-sanctioned events including working to his former team mate George Hincapie’s international Gran Fondo business.
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