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Earlier this week, Mihir Bose wrote for The Guardian explaining his view on the topic of Olympic torch bearers selling their little bit of the Olympics on eBay. He says that it takes the “magic” out of sport but I fail to see what “magic” is left in the Olympics.
Let’s do a little experiment. You should count the times that in advertisements on television and elsewhere that the 2012 Olympic logo has been shoved into shot or perhaps subtly mentioned in narration. It’s an alarming amount. Some of these products don’t even make any sense to have a connection with the 2012 Olympics; take this toothbrush for example. A fraggin’ toothbrush. How.. do-I can’t even understand.
The Olympics, or at least the 2012 Olympics, as being this magical and spectacular sporting event is being destroyed by a stream of ridiculous sponsorship and endorsement from massive corporations and companies which you wouldn’t usually associate with sports in general.
That and the committee’s trend of being just bad at everything it decides to do. But at least that’s somewhat entertaining.
