The Olympics used to be exciting a few decades ago. It was a chance to learn about the other countries in the world.
The Internet provides a more meaningful way to learn about cultures of the world and the Olympics has simply devolved into a gathering place for the ruling elite to meet every other year (taking the Winter Games into account).
One the bright side, the Olympics issue three non-fungible-tokens at the end of each competition. I have never seen one, but the gold, silver and bronze coins issued by the olympic committee seem to hold their value better than HIVE.