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In a recent poll by a leading Sports Nutrition company, results have shown that over three quarters of Brits are not only unexcited by the upcoming Olympic Games, but also “could not care less”, claiming that they would “prefer to watch reality TV shows” such as Big Brother and X Factor or soaps such as Eastenders. Over a third of those polled blame the credit crunch for their lack of enthusiasm.

76% of the public “could not care less” about the impending Beijing 2008 Olympic Games, despite the fact that Britain will be hosting them in 2012.

Recent research by leading online Sports Nutrition company of 1,795 people has shown that the Beijing Olympic Games may have lost the attention of the public.

23% of the public stated that they would prefer to watch Channel 4’s Big Brother rather than support British athletes, whilst 17% would prefer to watch ITV’s X Factor. Nearly a third, 30%, of those who stated that they “could not care less” would “prefer to watch soaps” such as Eastenders and Coronation Street, with 16% and 14% of votes respectively.

51% of participants said that they have been more excited about them in previous years, and over a third of people who responded negatively, 34%, blame the credit crunch and “other things to worry about” as reasons they are not so cheerful this year.

The research was intended to see whether saw any benefit in Olympic related marketing. When asked ‘How excited are you about this year’s Olympic Games?’, only 21% of those polled claimed to be ‘Very excited’ or ‘excited’, whilst 3% claimed neutrality, being “neither excited nor unexcited”.

The survey asked the same question relating to the 2012 Olympics which Britain is hosting, and results were better, with 46% stating that they were ‘excited’ by the prospect of the Games in the UK.

Oliver Cookson, Managing Director of said,

“It is obvious that the credit crunch has affected people’s priorities, as proven by the fact that over half of people claimed to have been more excited by previous Games. I only hope that media attention around it will raise the public’s spirits as happened with Wimbledon, as our athletes could all do with the public’s support,”

He continued,

“The fact that Brits are more excited about the 2012 Games says a lot about national pride, but we still have to ensure that our athletes get there in the first place, and that starts with continuing to develop talent through global events such as the Beijing Games.”


For further information, to speak to any of the athletes mentioned or to interview Oliver Cookson, MD of, please contact Rich Leigh of 10 Yetis Public Relations Agency at or 01452 527 898.


• has featured in the likes of the Metro, The Telegraph, The Express and on national radio.

• is Europe’s leading UK based online manufacturer and supplier of sports nutrition & health products.

• won the Growing Business Awards ‘Young Company of the Year’ 2007 award, and have reached the last 16 of the 2008 National Business Awards

• produces all products in-house and sell direct on the internet to the end user, manufacturing to customer specification. 

• receives more than 6000 unique visits each day.

• has achieved a 250% turnover increase year on year since forming four years ago.

• are proud sponsors of England’s Strongest Man 2008.

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