"If we don’t have faith in what we are watching... then we don’t have a strong sport," says the British marathon champion and anti-doping campaigner.
The world’s sports media industry has been gathering in Monaco to discuss business.
Sportel is a forum for broadcasters and sports federations to make deals.
You’ll also find the odd athlete, such as British marathon queen and anti-doping campaigner Paula Radcliffe.
Euronews met up with her and asked her about her latest projects.
“I’m going to New York to work around the New York marathon. I’m also working with the athletics integrity unit, basically doing everything that I can to protect clean athletes and to restore the credibility of athletics,” she said.
“I think that the battle has moved on. I think that we have a lot more people now willing to fight that battle: the athletes themselves, and people on behalf of the athletes.
“And I think more and more, people are starting to recognise that if we don’t have faith in what we are watching and if the clean athletes don’t have their rights to compete on a level playing field and to have their performances believed, respected, then we don’t have a strong sport. So we have to restore that basis and then we have a beautiful sport.”