In your opinion, what was Nike buying for that half million? With Verbruggen's background (marketing, broadcast rights, etc) was it a matter of "protect and promote Lance as a hero and we'll make sure there's a Nike swoosh on every piece of clothing he wears"?Race Radio said:Verbuggen has multiple corporate entities. He is primarily a marketing guy who have been in the broadcast rights business for decades. It would be very simple for Nike to pay one of his corporations and bury it as a marketing expense
The doping might have even been serendipitous from Nike's perspective. The lynch pin that secured the deal - and Nike never had to get their hands dirty. Just let it all happen.