Hit or Miss?: The Government turns focus to sporting legacy after Olympics
prweek.com, Friday, 17 August 2012 12:00AM
Flash in the pan? - With the Olympics over, all eyes are on the Government to convince the public of the Games' health and sporting legacy.
Last week Prime Minister David Cameron was put on the back foot by Mayor of London Boris Johnson, who proposed two hours of school sport a day. The PM quickly revealed plans of his own, which included appointing Lord Coe as legacy ambassador and urging schools to teach competitive sport.
HOW I SEE IT - MIKE LEE, CHAIRMAN, VERO COMMUNICATIONS
After a slow start and some swift footwork from Boris Johnson and the British Olympic Association, David Cameron and the Government have looked okay on the challenge of capitalising on London 2012.
Lord Coe's appointment as legacy ambassador, confirmation of funding for elite sport up to Rio 2016 and the prospect of a new PE curriculum for primary schools have deflected early criticism.
In the immediate aftermath of Team GB's success and a near faultless Games, everyone, including the Government, has benefited from a positive afterglow. But as media goodwill inevitably fades, the legacy policy to 'inspire a generation' will be heavily scrutinised.
It will be up to politicians, relevant authorities and sporting bodies to deliver on the wider legacy ambitions of London 2012 - HIT.
This article was first published on prweek.com
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