British athletes sign up for Enhanced Games where doping is legal

British athletes are among a growing number of competitors registering with the Enhanced Games, a new competition that explicitly permits and encourages the use of performance‑enhancing drugs, its organisers say. British swimmer Ben Proud, who won silver for Team GB in the 50 metres freestyle at Paris 2024, this week became the first athlete from these shores to join the event and is reportedly chasing a $1 million prize for breaking the world record at a planned competition in Las Vegas next May.

The promoter behind the project, Dr. Aron D’Souza, a 40‑year‑old Oxford University graduate who describes himself as president of the Enhanced Games, has courted attention with promises of life‑changing payouts and investor backing from figures in technology and venture capital. D’Souza said on multiple occasions that Donald Trump Jr.’s venture capital fund is among the investors and that the organisation aims to develop and sell pharmaceuticals as part of its business model.

D’Souza told media outlets that athletes have been contacting the Enhanced Games in increasing numbers and that the organisation has drawn interest from competitors in the United States, Australia and Britain. He has posted on social media and said some well‑known names follow him online, including Fred Kerley, the American 100m bronze medallist from Paris 2024. D’Souza said the project has been assembled within two years and that its initial focus is on individual sports, with plans to expand into team sports such as rugby within the next three to five years.

The Enhanced Games has already announced a small number of participants and publicity events. Last year the organisation reported that Greek swimmer Kristian Gkolomeev had set a 50m world record at a private event in February, without disclosing substances used. The Las Vegas event is scheduled for May next year, and organisers say more participants will be named ahead of that competition.

Sporting governing bodies, anti‑doping authorities and medical experts have widely condemned the concept, citing health risks associated with steroid and other drug use and warning that legalising doping would erode public trust in sport. World Anti‑Doping Agency rules currently prohibit the use of anabolic agents, hormones and other performance‑enhancing substances, and national and international federations have called for athlete safety and sporting integrity to be protected. World Athletics President Sebastian Coe has publicly dismissed the project in blunt terms.

D’Souza has framed the Enhanced Games as both a challenge to established sporting institutions and a commercial opportunity. He has argued that some sports leave competitors unable to make a living and that the Olympic and federation structures are monopolies that stifle innovation. He has described the organisation as operating like a pharmaceutical company and said it will generate revenue by developing and selling drugs, rather than relying primarily on media rights, ticket sales or sponsorships.

Critics say the Enhanced Games presents ethical and legal problems. Medical practitioners and officials have emphasised that normalisation of drug use in sport could lead to health harms and coercive pressures on athletes to use substances to remain competitive. Federations have warned that athletes who participate in events that promote doping could face sanctions under existing anti‑doping codes if those codes or national laws are applied.

Organisers contend that participation should rest on “free and informed consent” of adult athletes and that scientific communities have engaged with them. They maintain the project will prioritise record‑breaking performances to attract viewers and corporate partners. D’Souza has said the aim is to produce faster performances to lure broadcast and sponsorship money away from traditional competitions, arguing that fans and companies will favour the most spectacular results.

The Enhanced Games concept has renewed debate about the commercial pressures facing elite athletes and the enforcement of anti‑doping rules. Supporters who are frustrated with financial returns in certain sports cite a perceived lack of centralised funding and limited career earnings as drivers for athletes to consider alternative events. Opponents point to the long‑standing consensus among international sports bodies that prohibitions on certain substances are necessary to protect athlete health and preserve fair competition.

As organisers continue to recruit and to promote the Las Vegas event, sports authorities say they will maintain existing anti‑doping standards and review any legal implications. The contest between the Emerging Games’ stated business model and the global anti‑doping framework is likely to shape public and regulatory scrutiny in the months leading up to next year’s competition.