In some cases—like with New York Yankees third baseman Alex Rodriguez—all the denials of doping ultimately catch up with athletes.
But in former seven-time Tour de France winner Lance Armstrong's case, it took him to finally wilt and admit his own faults.
For more than a decade, he denied any wrongdoing, openly saying he would volunteer for testing because he was clean.
That is, until he admitted to Oprah Winfrey in early 2013 that it was all a lie, which cost him acknowledgment of his yellow jerseys and some sponsors.
Still, Armstrong has his money and fame, so I'd say he came out on top—even if he isn't looked at as a champion any longer.