What to Do About Doping in Trailrunning

Caleb Olsen on his blog ‘Chasing Trail‘ taking some stock after the Stian incident and his interview on Freetrail:

Ultimately it doesn’t really matter what we think about his guilt or innocence in this particular case, what matters is that we keep the culture of ultrarunning one where the elite athletes’ perception is that you can trust the system, be clean, and still compete at the highest level—because as soon as that isn’t the case, the doping floodgates open.
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We lack a central organizing body and funding for expensive anti-doping programs. If we want ultrarunning to remain a sport where clean athletes can compete, we need to demand more than just occasional post-race testing. A real anti-doping system—random out-of-competition testing, biological passports, and a governing body with actual funding—isn’t a luxury, it’s a necessity.

What’s the role the brands play in this? Are they interested in our sport being clean? Do they want their athletes to be clean? Do they want the competition to be clean? If so, are they able to pay for this? Ultimately they, the (gear) brands collectively, are the only body with deep enough pockets to pay for this.