The Games are over – what now for the Olympic sports?

You represent the national governing body of a non-mainstream sport in the UK; your athletes have just achieved unprecedented success at London 2012, perhaps unexpected success; your sport has been propelled into the consciousness of the British public in a way that it never has been before. Now the trick is to keep it there and build on that unique exposure so that the next generation of medal winners take up your sport rather than football! This article discusses some ideas on utilising some of your commercial assets to help you achieve this.