Abstract
![][1] The nearest I got to Olympic glory was the national development squad for the 1988 Commonwealth Games triathlon team, from which I withdrew prematurely with what my coach insisted on calling a ‘spectacularly ill-timed pregnancy’. Perhaps that's why I ‘backed the bid’ for London 2012 and signed up as a volunteer long before I began to ask critical questions about what the Olympic brand actually means. Even in an Olympic year, almost all sports hold a world championship as well. The Olympics are less about finding a champion than about putting on a sporting mega-event — … [1]: /embed/graphic-1.gif
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