It’s probably fair to say that there was a lot of trepidation about how the Rio Olympics would turn out. Russian doping, the Zika virus, political turmoil in Brazil and worries about the venues being ready on time, and up to standard, all dominated the news in the run up to the games. At a country level, Team GB’s medal count was expected to fall compared to London 2012, while time differences meant that less of the action would be taking place when it could be easily viewed by the British public.
Instead, rather than being a disaster, the games came through. There were obvious issues in terms of infrastructure, but nothing major, and while attendance was poor at a lot of sports it seems there was a real buzz by the end of the event. Team GB not only hit its stated medal target, but exceeded its London 2012 total, with medals in a huge range of sports. In football, the host nation got revenge for its World Cup drubbing by Germany, winning gold in a penalty shootout. The decision of the IAAF to ban Russian athletes helped more countries than ever before to win medals, and while there were police raids linked to ticket touting, in general the IOC bureaucrats either behaved (or weren’t caught red-handed). So who were the PR winners and losers of Rio 2016?
1. Ryan Lochte
The prize for worst public relations (and behaviour), undoubtedly goes to US swimming superstar Ryan Lochte. After a drunken night out he, along with some of his team mates, claimed they’d been robbed at gunpoint by Brazilian policemen, feeding the world’s fears about crime and corruption in Rio. Luckily for the games, the real story was captured on CCTV. Rather than being robbed, the swimmers had smashed up a local petrol station toilet, causing security guards to pull guns on them until they paid for the damage. Once the truth came out the press were able to delight in headlines such as Liar, Liar, Speedo’s on Fire – and sponsors (including Speedo) quickly dropped Lochte from their campaigns.
2. Usain Bolt
Such is the pulling power of Usain Bolt that his presence and success helped define the games. From dancing a samba at a pre-race press conference to entering the arena with dry ice swirling, he is a consummate showman, as well as the fastest man in the world. And he does it with a smile on his face, helping fans and the general public to empathise with his performances. Given the recent history of drug taking in sprint events, his performances have essentially rehabilitated the sport.
3. Team GB
As I said, everyone was expecting a drop in the medal total for Britain after London, something that Team GB administrators kept repeating at every opportunity. This meant that the country’s success was even more unexpected, particularly when some early medal shots (such as Lizzie Armitstead in the cycling) didn’t come through.
However, it did create a bit of a dilemma for many people. We’re meant to be plucky British underdogs, but thanks to the skills of the athletes and coaches, and lottery funding, we now dominate in many sports. No wonder that many broadcasters seemed unsure how to play the triumphalism – the BBC’s end of games roundup was a mixture of awe and confusion.
What impressed me was both the range of sports where Team GB won medals and the attitudes of the athletes. Sports participation actually went down after London 2012, and clearly there was a concerted effort to try and address this. Pretty much after every medal athletes encouraged people to get involved, try things out and visit their local sailing/swimming/gymnastics etc. club. Let’s hope the message resonates and that grassroots sport gets a boost.
Like a lot of people, I didn’t believe that golf merited a place in the Olympics – or, if it did, it should be something more exciting, such as Crazy Golf. With many of the sport’s stars pulling out, citing the Zika virus as an excuse, the tournament looked like it was going to be a high profile disaster. Yet the sport shone through and the stars that had championed the event gave us a thrilling event, with Justin Rose winning at the death. Thanks to that, golf may well have saved its place at future Olympics.
5. British Airways
Painting post boxes gold in the home towns of Olympic champions was the PR masterstroke of London 2012. Given the time difference this sort of marketing was more difficult in Rio, but British Airways managed to pull it off, with a gold nosed plane (renamed victoRIOus) carrying many of the athletes back to the UK. Cue lots of shots of gold medal winners on the flight deck, and selfies shared on social media, probably helped by the 77 additional bottles of champagne the plane was carrying. Even the fact that a large number of medal winners, such as Bradley Wiggins, Andy Murray, Laura Trott and Justin Rose had already left Rio, didn’t detract from the triumph.
The announcement that Chris Evans has been signed to headline the new Top Gear is a rare good news story for the BBC. Following the furore over Jeremy Clarkson’s suspension and subsequent non-renewal of contract after punching a producer there was a real danger that one of its prized assets could be under permanent threat.
This was a big issue for two reasons. Not only does Top Gear make a lot of money for the BBC in terms of overseas sales, but it is also one of the most popular programmes on TV, particularly (but not exclusively) with middle-aged men such as myself. At a time when charter renewal is looming, showing that the BBC provides something for everyone is crucial to successful negotiations, especially as many see it as a bastion of a left-leaning metropolitan elite, rather than an organisation that is in touch with the rest of the UK. Not a viewpoint I personally subscribe to, but one that can be seen regularly in newspaper coverage of the corporation.
So setting out a plan for the future of Top Gear was about more than simply replacing a presenter. And the whole negotiations with both Evans and the outgoing presenting duo of James May and Richard Hammond seem to have been handled confidentially, respectfully and without any of the noted HR cock-ups that the BBC has made in the past. With Evans on board, the BBC has recruited a noted car nut who is a familiar face to the UK audience, with a wide appeal and a similar sense of humour to the old Top Gear team. He’s also been through the public wringer in the past, rising to stardom with The Big Breakfast and the Radio 1 Breakfast Show, before becoming a staple story in the tabloids for his drinking and bad behaviour. He’s obviously learnt from his mistakes – and what drove him to them – something that Clarkson never really seemed to do.
So, now there is a one host in place for Top Gear, the rumour mill is in full swing about who else will present it with him. Rather than follow the bookmakers favourites (the likes of Jodie Kidd and Guy Martin), here are some other potentials:
1. Ed Miliband
Currently at a bit of a loose end, he’d be perfect as the earnest one to replace James May. Rather than endlessly explaining about internal combustion engines he could bore the audience with his views on the redistribution of wealth, and why Labour’s electoral defeat was not to do with carving promises into pieces of stone. Counting against him is what seems to be a complete lack of interest in cars, but I’d tune in to see him attempt to lap the track while eating a bacon sandwich.
2. Prince Philip
A direct replacement for Clarkson with his views on foreigners, and a chance to increase viewers in the pensioner category. Well known for owning a London taxi that he drives around the city, so has an interest in cars, alongside carriage racing. Possibly not up for driving long distances in Top Gear specials, but presumably could get a chauffeur to do this for him.
3. Alexis Tsipras
Another Greek, and one who may be looking for a new role depending on how well current negotiations with his country’s creditors go. Unlike his finance minister, Yanis Varoufakis, who is a noted biker, his transport preferences are unknown. However as someone that has driven in Athens (and survived), I know that all residents of the Greek capital have nerves of steel on the road, coupled with a wanton disregard for indicators, making him a perfect role model on the track.
4. Mary Berry
There have been rumours of Great British Bake Off host Sue Perkins joining the team, prompting death threats from assorted morons on Twitter, but why not go for the real star – the fragrant Mary Berry. She’d not take any nonsense from anyone and, I suspect, would be a demon behind the wheel. I’d like to see her challenge the other presenters to make fairy cakes while lapping the Nurburgring in under 7 minutes.
5. Bradley Wiggins
Another coming to the end of his first sporting career, and potentially looking for a new challenge post-Rio 2016. While not as much of a car nut as his fellow Olympian Chris Hoy, he’d bring plenty of irreverence to the programme if he swapped two wheels for four. Main stumbling block could be the previous hostility between Top Gear presenters and cyclists, but the perfect opportunity for the show to bring the two groups together and benefit from the rise of the MAMIL.