The Olympics are inspirational and I don’t want to miss a moment of the live action over the next two weeks.

Ever since London won the Olympics on July 6^th 2005, I’ve been thinking about how I’ll be able to see as much of the action as possible in 2012.  Having the Olympics here on my doorstep is brilliant and there is no doubt that being there will be a never-to-be-forgotten experience.

For the Beijing Olympics I shall have to make do with broadcast coverage.  So, I’ve been busily scanning the BBC’s coverage schedule.  China being 7 hours ahead of the UK and other commitments aside, I find myself planning how I’ll be able to watch as much live action as possible – the rest will have to be captured on BBC iPlayer. 

So, what is it about the Olympics that make them ‘an appointment to view’? Yes, sure, I do record the odd programme I want to watch later.  And, yes, there has been the odd football or rugby match I’ve wanted to see live – Euros, World Cups and so on.

But the Olympics are different.  Why?  Because they really do inspire.  We’ve heard Seb Coe say so often enough and I agree with him.  Perhaps it’s the stories of human endeavour; the narrow difference between winning and losing; the winning of a medal or coming fourth (can there be anything worse?); reaching the starting line at all and the heartbreak of those that work so hard for years and just don’t make it.  Just last night on ‘Olympic Dreams’ my heart went out to Jessica Ennis, a real medal contender, whose chances have been ruined by three broken bones in her foot.

I know I shall find myself ridiculously moved to tears over some of the performances and the stories behind those performances, especially those by the Paralympians.  The sheer courage and determination displayed simply puts everything else into true perspective.

Sponsorship consultants talk a lot about consumer passions.  Certainly, here at Synergy, we work with a number of companies who have realised how inspirational the Olympics can be in terms of employee engagement – British Airways, Coca-Cola and Easynet to name but three. 

For me, and others who work here, the Olympics really do it for us.  They are truly inspirational and it’s great being able to be involved through our working hours as well as outside them.

The only downside is the feeling of emptiness on the day after the closing ceremony.  No more coverage to watch.  No more passion; no more inspiration.  But then I think again and realise that those stories of personal endeavour will stay with me and although I might not be inspired to take up marathon running, I’ll certainly be inspired to do something with my life that makes a difference.

In the meantime, it’s only four years until they come to London and time will fly.  And already there’s the handing over of the Olympic flag to look forward to.

By Karen Earl on August 6th, 2008

Tags: Olympics, Sponsorship consultants

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