The art of making money

Last Friday in Paris I witnessed an interesting phenomenon. One person transformed an athletics meeting as no other could. With crowds at athletics events generally on the wane, particularly in apathetic countries such as France, in excess of 40,000 filled the bottom two layers of the impressive Stade de France for the Diamond League series. The one man was, of course, Usain Bolt. Because of his participation in an event that would last for less than 10 seconds, this large crowd sat through three hours of top class athletics just two weeks before the European Championships.
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If Bolt had not been competing I doubt whether 10,000 would have turned up. The whole meeting was set up around him, with a couple of side issues in his race. His first head to head in 2010 with his countryman and fastest in the world this year, Asafa Powell, was set up to be a 'monumental' clash according to Athletics Weekly. And standing between these two muscle bound Jamaican monsters on the start line was France's new pin-up, the diminutive Christof Lemaitre, who recently became the first white man to break 10 seconds. Of course the race was slightly anti-climactic with Bolt winning relatively comfortably in 9.84, (positively pedestrian !). But that wasn't the point. The showmanship and electricity produced by Bolt (slight pun there, sorry) in the last two years has created a new audience for the sport on the back of his incredible world records, particularly his unbelievable 9.58. Yes, some people question whether he is clean, particularly given the bad press the Jamaican team are currently getting, but this guy was something special as a 15 year old and has revolutionised sprinting in the way that Dick Fosbury and Bob Beamon did many moons ago.
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The whole of Paris was talking Bolt whilst I was there. All the billboards had his familiar signature lightning bolt pose; a special Jamaican festival was set up in front of the vast Hotel de Ville the night before the race (Usain was there of course), where rum was drunk, dancing was constant and visitors were able to race a machine that ran at Bolt's 9.58 pace; Bolt was on the front pages of the papers photographed at Paris' top night club where the likes of Rafa Nadal and Hollywood 'A' listers had been in recent weeks, and most importantly, people were talking athletics.

Many sportsmen are vastly overpaid but it is easy to see why Bolt gets the big bucks: the event promoters and tv companies love him. He is single handedly keeping the sport's head above water. Just seeing the masses percolating out of the metro station towards the stadium, like oil leaking in the Gulf of Mexico, made me realise we have to be thankful for the likes of Bolt. Whether he'll ever get back to world record form I have my doubts - he's lapping up the superstar lifestyle and may struggle to sustain his brilliance, there are already signs of the actual running becoming almost an irritant.
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Highlight of the meeting for me was the women's high jump where the cloned long-legged Russian blondes gradually crashed out, leaving a great head to head between the charismatic American Chaunte Howard-Lowe and the crowd manipulator Blanka Vlasic, who eventually prevailed with 2.02, having been behind at one stage. It was wonderful to be engrossed in the developing event without being whisked away for another banal Jonathan Edwards / Colin Jackson love-in. There was lots of other good stuff to fill the evening, and some bad - the Russian Alminova storming to victory in the women's 1500 (3.57) having just come off a drugs ban - but despite my ongoing health issues, I came away from the meet feeling pretty good for a change.