WARNING: Some sports fans may find the following footage offensive.

For die hard competitors, this video could be deemed a sporting failure.

Why? Because Ivan settled for second, failing to capitalise on a faltering race leader.

However, in sport, as in life, it’s the little things that make all the difference.

So if I was a European-based athletic brand wanting to promote integrity in sport and the gem of sportsmanship, I’d be meeting with Ivan and his team to develop synergies sooner rather than later.

Such is the business of sport.
#WatchThisSpace

By Tiffanny Junee

Tiffanny has a background in strategic integrated marketing and media communications. Her most recent projects include: Digital Media Academy - a 24/7 personal digital mentor @home @work @school @play Our School Online - a social justice start up embedding equity into the new NSW curriculum. Tiffanny lectures in Social Marketing, Crisis Communications, Social Issues Marketing and Leadership Communications @SydneyUni. A former editor and rugby union journalist, Tiffanny is always writing. Her current multi-platform projects include Australian-based generational thriller 'The Point' (think Thorn birds meets Mission Impossible).

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