Match-fixing has already been studied in various sport disciplines. However, despite some well-known incidents in road cycling, match-fixing has barely been investigated in this unique sport discipline. Drawing on Ashforth and Anand`s theoretical model of normalization of corruption in organizations and on the perceptions of 15 active Belgian road cyclists, this study examines road cyclists` attitudes towards collaboration and match-fixing in their sport. As the culture of agreements can be seen as part and parcel of road cycling itself, this study also examines whether agreements between cyclists are embedded, perpetuated, and thus normalized in road cycling. Using semi-structured interviews, this qualitative study indicates that road cyclists have a different understanding of match-fixing. By demonstrating that (a) cooperation between competitors happens routinely, (b) cyclists use self-serving explanations to justify these collaborations, and (c) newcomers are induced to engage in and accept collaborations with their competitors, we also indicate how normalized behaviors contribute to a grey zone that can be labelled as match-fixing. To enhance the future credibility of road cycling towards both fans and sponsors, additional clarifying and awareness-raising policy measures should be implemented.
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