‘This move further damages the image that audiences and particularly youngsters watching their sporting idols see – that the drivers and rewards of brilliance are purely material: bonuses, prizes, money and medals.’‘This move further damages the image that audiences and particularly youngsters watching their sporting idols see – that the drivers and rewards of brilliance are purely material: bonuses, prizes, money and medals.
, proudly returning the sport’s commercial gains back to the athletes and boldly facing up to the facts of modern sport. From a spectator perspective, will it make the races more impressive, more exciting, more inspirational? I fear quite the opposite. I’m already dreading the moment a commentator starts associating the athletes on the startline with the financial prize waiting at the end of the home straight. Rather than who’s going to be the fastest, strongest, furthest throwing athlete in the world, we’ll hear pundits deliberate on who’s going to be the first one to pick up the lump sum.
In the process of announcing this new bold move, Lord Coe pointed out its greatest flaw: you can’t put a price on an Olympic gold medal. By the end of the press release, he had.
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