The present case study deals with the Danish tabloid BT’s coverage of Cycling team owner Bjarne Riis’s possible knowledge of doping use in his cycling teams. BT sees itself as a sports paper and tries to signal that it takes sports coverage as seriously other kinds of news. We see that reflected in various ways in BT’s 2012 coverage of a doping case involving Riis. In this article I investigate the way in which BT meta frames itself and its own actions in order to show and underline the seriousness with which BT treats sports journalism. The study is part of a recurring Danish project harvesting and mapping the entire news output in one specified week, and draws on insights from framing theory as well as polyphony theory.