Abstract
Since London was awarded the 2012 summer Olympic Games back in 2005, the UK has undergone a transformation: the capital has witnessed the birth and maturity of the Olympic Park; the transport system has been overhauled; thousands have experienced the thrill (and disappointment) of ticket allocation; and sport has become the new black in marketing. Olympic fever undoubtedly raises the profile of sport, and encourages public participation. With sporting challenge as the stock-in-trade for cancer charities, Olympic-themed philanthropic activities could benefit significantly from this surge of interest. There can be no doubt that the popular mood can only have a positive impact on the success of fundraising sporting events.
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