WHY PLAYERS CHEAT AT BRIDGE.......( Article by Carp )

Despite the verdict of an English judge that bridge isn't a sport , everyone knows how seriously competitive this game can be. Therefore it doesn't come as any surprise to find that cheating in bridge is just as prevalent as it is in all other sports. So why do players cheat ? Is this abhorrent behaviour the inevitable by-product of today's money rich,  highly sophisticated , publicity driven sports ?
For the competitive player in the battle arena there is the constant analysis of what the opponents are capable of , what they are doing ,  and what tactics they may be employing , legitimate or otherwise. Players are acutely aware of what can change a game in their favour, such as footballers feigning contact , and falling to the ground to win penalties.
Many players focus only on the their results , and failure to achieve success impacts badly on both their reputation and ability to move up through the ranks. Indeed , it may well be that fear of failure drives many to succumb to gamesmanship , underhand tactics and outright cheating. Being talented is not enough : trophies and kudos are the things that matter more.
Although competitors are asked to take responsibility for their own actions , many are willing to stoop to gamesmanship and unethical tactics simply because of their powerful " motivational orientation ". The harsh reality is that these highly motivated players are ego-orientated ( always comparing themselves to others ) and as such are more prone to unsporting behaviour. This is often exacerbated  by a " win-at-all-cost " attitude. Even the great and highly respected Bill Shankly, manager of Liverpool FC , said that " winning at football is not a matter of life and death....it's much more important than that ". 
Top players , in any sport , are too easily motivated by external rewards,  and the prestige that comes with success. So when they appear on the world stage ,  the temptation to cheat is even greater. We all remember Maradonna's " hand of God " goal , which helped put Argentina through to the next stage of the football World Cup at England's expense. For the majority of bridge players , who supposedly play the game for its enjoyment , there is still the irresistible desire for self-improvement ,  along side the quest to climb up the rankings ladder. 
Sadly, sportsmanship doesn't get a lot of plugs or positive publicity. But what is more alarming is the desire of players to bend or subvert the rules of the game , a failing which seems permanently ingrained in the human psyche. Some sports easily lend themselves to both gamesmanship and cheating, especially when the opportunities to do so seem unlimited. This is particularly true of bridge where there are thousands of ways in which cheats can employ their evil craft.
In snooker , subtle cheating takes place when players purposely slow a match down to frustrate their opponents. Bridge of course is plagued with those who deliberate for ages over each and every bid , and each and every card they play. Often these people are experienced players facing simple choices in bog standard situations , so the motive behind their slow play cannot be one based on tackling complex and difficult problems. 
Cheating of course can help a player fulfill his/her ambitions , enabling them to realise their aspirations and goals. The notion that cheating might not be in their best interests is one which never enters their minds. What needs to happen is for governing bodies to make cheating and gamesmanship counter-productive . Those caught or suspected of foul play must forfeit their right to participate in this noble and majestic game. If on the other hand cheating is allowed to continue by having no response or means to tackle the problem , then perhaps we should just accept it as part of the game. 
Certainly over the years the perceptions of what counts as cheating have changed for the worse , and even when one form of unethical conduct has been successfully addressed , the cheats simply find another avenue through which to secure an unfair advantage. Players who love bridge do so because they are participating in the ultimate game. But unscrupulous players see cheating as a secondary game , which adds an exciting new dimension to their bridge experience. This enables them to entwine odious deceit with legitimate deception : a combination which offers these amoral , no-conscience rogues a world of unbridled joy.