Research in the "Games Bubble": leveraging outreach-embedded data collection at the 2025 Harbin Asian Winter Games

Anti-doping social science has been shaped largely by Western and Eurocentric evidence, with limited research capturing athlete perspectives from geographically heterogeneous and potentially culturally diverse contexts. Major multisport events provide an opportunity to address this gap, especially when research is embedded within athlete outreach. This study examined the feasibility and value of outreach-embedded research aligned with values-based anti-doping outside traditional research settings.

Data were collected during athlete outreach activities at the 2025 Asian Winter Games (Harbin, China) using a brief online questionnaire completed by athletes (n = 293), coaches (n = 27), team officials (n = 39), medical personnel (n = 22), other athlete support personnel (n = 18), and athlete ambassadors/engagement personnel (n = 3), representing 28 countries and regions. Survey items assessed motivations for engaging with outreach, satisfaction and perceived impact, and "values in action," including meanings and importance of clean sport, moral evaluations of performance-enhancement practices, and perceptions of anti-doping legitimacy.

A total of 402 participants from 28 countries completed the outreach-embedded survey. Engagement with the Athlete Engagement and Education Centre was highly positive: satisfaction scores across content, activity format, and engagement averaged 4.74-4.78/5, 87% of respondents reported being very satisfied, and the program received a mean overall rating of 9.26/10. More than 72% strongly agreed that the outreach increased anti-doping awareness and knowledge and contributed positively to their Games experience, with no significant differences across athletes, athlete support personnel, and officials. Participants also reported high importance of clean sport and strong support for the legitimacy of the current anti-doping system. At the same time, responses showed moral nuance: 69.2% viewed deliberate use of prohibited substances as morally unacceptable under any circumstances, whereas others endorsed conditional acceptance, and legally permissible or medically justified enhancement practices were more widely accepted.

Outreach and survey content created a productive synergy, generating both positive participant experience and valuable data. Integrating outreach and research at regional multinational multisport events can offer a practical route to diversify the anti-doping evidence base while helping to catalyze deeper, locally grounded research agendas over time.