The pricetag for the opening ceremonies of the Olympic Games in London was $42 million, according to Sports Illustrated. The same article says the opening ceremonies in Beijing cost $100 million.
This is a sign of sport gone wrong. Add that to the odious Brand Exclusion Zone, which is the first reason I will not watch a moment of the Olympic coverage. Now, a lot of people will just say that it’s just a sign of the times. That it’s too late to change. I disagree. We can turn the clock back with just one act:
Don’t watch the Olympic Games.
I hate to say that. The gymnastics and track and field events are awesome to watch. I love soccer. During the winter, I have always looked forward to the boblsed, the skeleton, even the curling.
This is a challenge of my discipline. And it catches athletes in the crossfire. But there’s no other choice. If people don’t watch, the Olympic Games become worth less money. And maybe sponsors will realize the games are not about them: The games are about the athletes … their stories … their accomplishments.
If you want to return the Olympic Games to some semblance of their former selves, don’t tune in. Send a message. Stay strong. The results won’t happen overnight – but change is inevitable if you starve the beast of its money.