Olympics fever is about to infect the world once again. Yet somehow I remain immune to the excitement generated every four years by this global sports phenomenon.  Other eyes may turn to London in the coming weeks, but my attention will be diverted elsewhere.

Think about it.  When was the last time in the past four years that the general public became excited about world records in track & field?  How often does competitive swimming draw any significant headlines on the sports pages? Why are contests like pole vaulting and triathlon usually broadcast on Saturday afternoons when television viewerships are at their lowest?  Can you actually name a current Olympic gymnast in advance of the games?

Amateur athletics are noble pursuits and their competitors are admirable.  Their achievements are often extraordinary and worthy of appreciation.  Yet very few spectators pay attention … outside of the Olympics.

The Olympics Games get prime time exposure because the public views them as an exercise in ultra-nationalism.  Global audiences pay the most attention to the hoisting of their own flags at the winners’ podium, and care little for the unity symbolized by the Olympic logo’s five inter-connected rings.

As a public relations professional, I recognize that the Olympics may be one of the greatest global achievements of my craft.  Yet the sports enthusiast in me remains turned off.  The bane of all sports is the fair-weather fan who roots for the home team only when it is winning, which is exactly the reaction elicited by the Olympics.

To all of you who plan to spend hours watching international table tennis and skeet shooting, enjoy!  If you plan to indulge your interest in discus or dressage, have fun!  I’ll be elsewhere.