The crisis in sport, widely presented and quite evident at the moment, represents the issue of doping. The crisis character of what is happening finds expression not only in the fact of the consumption of doping substances, but also in the way the people in and out of the sport react to this fact. Today, it is quite obvious that the fight against doping, in essence, only aggravates the situation. It is not just about some imperfections of strategy and tactics of fighting this evil that are being applied. Paradoxically, the efforts generally made do not improve, but make the situation much worse. At present, the main factor in the spread of doping in sports is, of course, its unprecedented marketing. The measure of contracting doping in sport must be, of course, not only the fact that the athlete must be paid less, but, first of all, actions aimed at understanding the essence of sport and the high mission of the athlete in society. The problem of doping is a moral one. It must be realized that, like any other problem of this nature, it will be successfully resolved only when the athlete will forbid himself from doping substances, and not from the fear of being punished, but on the basis of a deep conviction that the victory obtained with this price is detrimental to the psychological, moral-psychological, logical view.