london 2012 magazine: the games, the city

The Games, The CityYour guide to the Olympics, Paralympics and London life

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AMAZING AZERBAIJAN

Azerbaijan is a country where eastern and western cultures fuse. Azerbaijan played great role in formulating the world culture.

Azerbaijani nation is proud of its architecture, rich literature, art and music.

We have hosted major events such as:2012 Eurovision Song ContestFIFA U-17 Women’s World Cup

2007 FILA Wrestling World Championship2011/12 Women’s CEV Champions League – Final of Fours.

2005 World Rhythmic Gymnastics Championships And many others

So come and join us in hosting your event in Azerbaijan.

We wish London and the International Olympic Committee a very successful Olympic and Paralympic Games!


3www.insidethegames.bizFor all the latest Olympic news sign up for our email e-alert.

www.facebook.com/insidethegames @insidethegames

It gives me great pleasure to contribute to insidethegames.biz’s London 2012 Souvenir Magazine. It is testament to the

hard work of the team that insidethegames.biz has become a part of the Olympics and Paralympics community so quickly.

So this is it! The Games are here and seven years of planning now becomes reality. We are essentially hosting 26 world championships in two weeks – and then doing it all over again for the Paralympic Games. With over 15,000 athletes, 6,000 officials, 25,000 media, over 200 competing nations, 34 competition venues and over 11 million spectators across both Games, this is surely the biggest and most complex piece of project management seen in the UK.

But how do we want to be remembered?A key theme of the bid was inspiring young

people to choose sport both in the UK and around the world. We wanted the Games to transform the East End of London. We wanted London 2012 to be a Games which had athletes and sport at its heart and showcased London and the UK to the world. Finally we wanted to host Olympic and Paralympic Games which would provide millions of people with the opportunity to join in and be a part of it.

And seven years later I am extraordinarily proud of what we’ve achieved.

The Olympic Park is an unprecedented triumph of design, engineering and regeneration. World-class sporting venues have been designed and built, and a whole new

community is set to emerge after the Games. Millions of people have been lining the

streets of the UK to greet the Olympic Flame, millions of people have tickets to see the sport, millions of people have tickets to London 2012 Festival events and millions more will be watching the Games on big screens up and down the country this summer.

Athletes have been right at the heart of all our planning. Our athletes advisory committee, led superbly by Jonathan Edwards, has challenged us and supported us as we have created a Village and other facilities which takes into account their unique requirements.

London and the UK are going to be in the spotlight like never before. It is going to be truly special and if you get the chance to explore whilst you are here, take it. This summer will be like no other in this country.

Finally, through our Get Set education programme and Inspire projects, more young people are choosing sport and our International Inspiration programme has reached over 10 million young people all over the world. This is a great start, but the ripple effect of the Games must continue after the show packs up and leaves town. The Games creates life-changing opportunities, but like all opportunities they need to be taken.

Enjoy your time at London 2012.

Lord Sebastian Coe

London 2012 has created life-changing opportunities

LORD SEBASTIAN COE CHAIRMAN, LONDON 2012


Published: July 2012 by Dunsar Media Company Limited

Editor: Duncan Mackay

Managing and Commercial Director, and Publication Director:Sarah Bowron

London 2012 Project Manager and Assistant Editor: Dale Harry

Design: Elliot Willis Willis Design Associates

Pictures: Getty Images, London & Partners, Shutterstock, toonpool.com and Vectorstock.

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Lord Sebastian Coe 3Chairman of the London 2012 Olympic and Paralympic Games introduces insidethegames.biz Souvenir Magazine

Who are we? 6insidethegames.biz and our brands

Introduction 7by insidethegames.biz editor Duncan Mackay

Potted history of the Games 8From Coroebus of Elis to Usain Bolt, we trace the history of the Olympic Games

Oscar Pistorius 12The Paralympics biggest star talks exclusively to insidethegames.biz

Shop till you drop! 16The best shopping locations in London: insidethegames.biz recommends

Sir Steve Redgrave 20Olympic rowing legend Sir Steve Redgrave speaks exclusively to insidethegames.biz

Olympic Exhibitions 24Famous tourist attractions hosting Olympic-themed events

Stephen Daldry 30The three-time Oscar nominated film and theatre director in charge of London 2012 Ceremonies speaks exclusively to insidethegames.biz

Competition 34Win theatre tokens worth £100

Sepia-tinted Moments 36insidethegames.biz looks back on when Britain hosted its first Olympics in 1908

Day trips from London 40Olympic-inspired outings

Baroness Tanni Grey- 46 Thompson DBEAn exclusive insidethegames.biz interview with Great Britain’s most famous Paralympian

Competition 50Win £800 worth of London 2012 pins

The ‘clean’ Olympic drug 51Pin collecting: The Olympic phenomenon which will have you hooked

Journey of Discovery 54The delights of a stroll around London

Sergey Bubka 58insidethegames.biz catches up with the pole vaulting legend

Compendium of the Games 61Our guide to all the action taking place at London 2012

Play the Game! 65insidethegames.biz’s Mike Rowbottom on how to navigate the social pitfalls of the Olympics

Contents


About us

londonlaunch insidethegamesAn Olympics specific events and hospitality supplier directory –

londonlaunchgames.com

We lead. Others follow.

insideworldfootball.biz The authoritative independent guide to the

business, the politics and the bid process behind world football.

insidethesponsors.bizEspecially created for all sponsors

because the Games wouldn’t happen without them.

Can you afford not to be included?

forum

Inside World Football Forum We are proud to be partners with leading

conference organisers Eventica. Together we launched the first ever Inside World Football

Moscow Forum in June 2011. This brought together, for the first time, the key players

involved in the 2018 FIFA World Cup™ – the Local Organising Committee, the Host Cities

and Russian football governing bodies – with a wide range of international

specialists. This will become a regular event in Russia.

insidethegames.biz The No.1 Olympic news website in the

world. We break the news as it happens 24/7/365. We bring you the latest,

most up-to-date news and interviews from the worlds of Olympic,

Commonwealth and Youth Games.

insidesportjobs.biz The website to go to when you have a vacancy to fill

or are looking for a new role. Reach the best candidates in the world of sport.

insideworldparasport.biz The world’s only source of independent news and

information about the Paralympic Movement. Sharing with the world the great stories and journeys

of the Paralympic athletes in addition to the politics and business behind the global

Paralympic Movement.

insidegamescollecting.bizWe have created a website devoted to the number one spectator sport of the Olympics – pin trading. Initially cataloguing and covering the London 2012 pins, the website will eventually cover all Olympic

collecting. Take a look and see if your favourite pin is there.

Who are we?




Welcome to London and this souvenir magazine produced by insidethegames.biz and

insideworldparasport.biz – our well-established dual websites – for the London 2012 Olympic and Paralympic Games.

As someone privileged to be involved in this twin event since it was conceived more than 15 years ago it seems incredible that the Games have finally arrived in my home city. As the only national newspaper journalist who, at the time of the vote in 2005, correctly predicted that London would beat Paris I have always been a big believer in the power of the Games and the enormous good they can do for a city and country.

The odds are that you are attending your first Olympics or Paralympics. My advice is make sure you soak up the atmosphere and savour every moment of the experience – because when people acclaim the Games as “The Greatest Show on Earth” they are not kidding. There truly is a magic around the Olympics and Paralympics that is captivating and which will leave you hooked for life, I promise.

This magazine has been produced by a crack team which understands the Olympics and Paralympics better than that of any other publication in the world. I was fortunate to serve as the athletics correspondent of The

Guardian and Observer for more than 15 years and have been writing about the Olympics since 1992. Mike Rowbottom, our chief feature writer, covered the Games at The Independent for nearly 20 years while chief columnist David Owen is a former sports editor of The Financial Times and a journalist who understands the business of sport better than anyone.

We produce daily groundbreaking news on everything to do with the Olympics and Paralympics. Since we launched in 2005 in the wake of London’s successful bid our websites have become universally acknowledged as the world’s leading source of news and information on the Games.

All our content is free. So if you like what you read in this magazine why not sign-up to receive our daily email e-alerts – it is quick and easy to register and will keep you fully updated on what is happening during London 2012 and beyond.

And if you want to keep up-to-date with all the news while you are on the move simply check out our web apps, which are accessible on all mobile platforms.

Enjoy the Games.

Duncan MackayEditor

DUNCAN MACKAY EDITOR, INSIDETHEGAMES

Let’s celebrate The Greatest Show on Earth


A cook called Coroebus of Elis was the first recorded champion of the Games in Olympia in 776BC. When he returned to his village victory

had made him arguably the first ‘celebrity chef’.

The ancient Olympic Games endured until the fourth century AD when a decree from Rome, believing it to be a pagan festival,

abolished the competition.

Few who compete in 2012 will realise that 400 years ago, in 1612, there was also an Olimpick (sic) Games in

England. The Games was held each Whitsun in the Gloucestershire village of Chipping Campden.

There were further abortive attempts to recapture the spirit of Olympia, but in 1850 a country doctor called

William Penny Brookes established the Olympian Games at Much Wenlock in Shropshire “to promote the moral physical and intellectual improvement” of local people. He took his ideas further with the help of other enthusiasts and set up the National Olympian Games in London in 1866. In Greece, philanthropist Evangelos Zappas founded a similar event.

Potted History of the GamesFrom ‘celebrity chef’ to lightning bolt, the Summer Games boasts a colourful podium of winners not to mention a chequered political past. Olympics historian Philip Barker looks back.

Chipping CampdenHome of the

Olimpicks




Frenchman Pierre de Coubertin took note and, so inspired, visited England and the United States. Suitably impressed he proposed that the Olympic Games be revived.

The first Olympics of the modern era, an all-male affair, was held – naturally enough – in the Greek capital of Athens in 1896. American triple

jumper James Connolly took the plaudits as the first modern Olympic champion. Local shepherd Spyridon Louis won the marathon to the delight of the hosts.

At the 1900 Games in Paris, women were included and tennis player Charlotte Cooper was feted as the maiden female

champion – although a full century would elapse before true gender equality was achieved. Unfortunately, these early Games were overshadowed by the world exposition that accompanied them.

In 1904 the International Olympic Committee (IOC) met in London and selected Rome as

1908 hosts in succession to St Louis. “A sumptuous toga for Olympism” declared Coubertin – but the Games never ultimately took place. Mount Vesuvius erupted in 1906 and London stepped in at short notice. Its event lasted some six months – the longest ever – and, despite the length of time, was considered a great success. Stockholm built on that success in 1912 but World War One forced the cancellation of Berlin’s planned 1916 Games.

When the guns stopped, the Olympics resumed and grew steadily in size and

stature following Games in Antwerp (1920), Paris (1924), Amsterdam (1928) and Los Angeles (1932). Distance runner Paavo Nurmi – dubbed The Flying Finn – claimed nine gold medals in the Twenties.


Adolf Hitler initially opposed the Olympics when Berlin was awarded the

1936 Games. Once in power, however, the dictator of Nazi Germany demanded the Games be the greatest ever; it was certainly superbly organised. As has been well documented, American sprinter Jesse Owens gave lie to Nazi theories with four gold medals – but the swastika outnumbering the Olympic rings and searchlights at the Closing Ceremony made for a chilling sight.

World War Two forced the cancellation of the Games in 1940 and 1944, but – for

a second time – London stepped in at short notice to host the world in 1948. Its Games was admittedly makeshift but friendly although political pressure soon threatened. In 1956 – four years after the Helsinki Games – there was blood in the water-polo pool in Melbourne when Hungary clashed with the Soviet Union in the wake of the uprisings in Budapest that year.

China was frozen out of the Olympic fold until the early Eighties as officials

struggled with an issue that was more political than sporting. South Africa was expelled from the Games for 22 years during the apartheid era, but other parts of Africa did make their mark with Ethiopian Abebe Bikila leading the way with marathon victories in 1960 (Rome) and 1964 (Tokyo).

Prior to the 1968 Olympics in Mexico City, 300 students were killed during

anti-Government demonstrations. On the podium, American sprinters John Carlos and Tommie Smith proudly produced the black power salute in a controversial civil rights protest.

Munich organisers spent lavishly to ensure that 1972 would be ‘the friendly

Games’. But, as history recounts, terrorists

Priority NEWS

OLYMPICGAMES

CANCELLED!

Abebe Bikila raced to victory at the 1960 Olympic Games in Rome




burst into the Athletes’ Village and took hostage members of the Israeli team; all 11 athletes and officials died in the darkest hour in Olympic history.

Months before the Moscow Olympics opened in 1980 – Montreal having hosted in 1976 – Soviet tanks rolled into

Afghanistan. The Americans duly boycotted the Games but Great Britain and Australia, among others, defied their respective Governments to attend.

In 1984, Los Angeles braced itself for a political retaliation that duly came, although 140 nations still

marched into the Coliseum for the Opening Ceremony. Host nation favourite Carl Lewis won four magnificent golds and, financially, the Games made a staggering profit.

Doomsayers predicted another boycott in 1988 when the IOC controversially chose Seoul as hosts, although only a handful of nations stayed away. Instead the disqualification of men’s

100 metres winner Ben Johnson highlighted the issue of drugs in sport, still a major problem despite the establishment of the World Anti-Doping Agency (WADA) in 1999.

Barcelona and Atlanta hosted the Games in 1992 and 1996, respectively, before

Sydney ushered in the new millennium in 2000 with the (arguably) ‘best ever’ Olympic Games and Athens took on the baton four years later.

By 2008, 204 nations had responded to the call going out to the “youth of the

world”. In Beijing, American swimmer Michael Phelps won eight golds to eclipse all previous individual achievements in terms of first-place medals earned in a single Olympics, Phelps holds the all-time record for the most gold Olympic medals, at 14, although the blistering sprinting of Jamaican Usain Bolt – famed for his lightning bolt victory pose – helped make his case as the greatest modern-day Olympian.


Depending on which way you look at him, Oscar Pistorius, also known as “the Blade Runner” or “the fastest man on

no legs”, is either one of the most inspirational or controversial athletes of all time.

He may also be both.The South African had both his legs

amputated below the knee when he was just 11 months old due to a deformity at birth and therefore grew up using prosthetic legs.

But he adapted sufficiently well to play a

variety of able-bodied sports during his childhood, particularly rugby. And it was during his spell on the wing that it was noted by coaches how abnormally fast the double-amputee was.

Athletics was suggested as a sport that may suit Pistorius, and at 17 years old he burst onto the world scene by winning a bronze medal in the T44 100 metres at the Athens 2004 Paralympics.

It was there that Pistorius saw his life turned

Dash of the Titan“Blade Runner” Oscar Pistorius enjoys his nicknames but the modest South African tells insidethegames.biz’s Tom Degun he is serious about promoting “hard-core” Paralympic sport.

Oscar Pistorius talks to insidethegames.biz

Oscar Pistorius hands the baton to South Africa’s Ofentse Mogawane as Germany’s Jonas Plass hands off to Kamghe Gaba in the men’s 4x400 metres relay heats at the World Championships in Daegu last September where the South African competed against able-bodied athletes. Photo: Oliver Morin/AFP/Getty Images




on its head.“The whole fame thing happened really

suddenly for me,” explains Pistorius, now aged 25. “I turned up at Athens in 2004 and nobody knew anything about me, but by the end of the Paralympics it seemed like everybody knew who I was. It was crazy.”

Then came the tabloid labels.“Not long after Athens the nicknames

started – there are so many now,” he says.“The ‘Blade Runner’ actually started in the

United Kingdom with one of the newspapers and it has just stuck. But as long as the nicknames don’t have any negative connotations I don’t mind them although I’m not sure I can remember all of them.”

He tries to conjure up a few, however.“There is ‘the Blade Runner’, ‘the fastest

man with no legs’ and ‘the Titan of the track’, but I’m quite lucky that they are generally positive,” he smiles. “My favourite is ‘Titan of the track’ as that is a pretty cool thing to be called!”

However, despite his successes, it was in the wake of Athens 2004 that the controversy really began. In an unprecedented move, Pistorius started competing alongside able-bodied athletes in the 400m – and it was not long before he started beating them.

Whispers of him competing at the Beijing 2008 Olympics began to grow. But suddenly the South African hit a huge stumbling block.

In January 2008, following testing on his artificial limbs from German professor Gert-Peter Brüggemann, the International Association of Athletics Federations (IAAF) ruled Pistorius’ prostheses ineligible for use in any able-bodied competition conducted under IAAF rules, including the Olympic Games. The reason? They were allegedly found to use 25 per cent less energy than that expended by able-bodied runners running at the same speed.

The prostheses, the IAAF was suggesting, gave him an unfair advantage...

Pistorius subsequently appealed against the decision to the Court of Arbitration for Sport (CAS) and the IAAF ban was overturned in May 2008, clearing the way for Pistorius to try and qualify for that year’s Olympics.

But, following the stress of the high-profile court case, Pistorius missed out on qualifying for the 400m at Beijing Olympics by just a quarter of a second, although he did go on to claim three gold medals at the Paralympics.

His goal now is the London 2012 Olympic Games, where he will be running the 400m and 4x400m relay. But, despite his critics, who suggest he thinks he is too big for the Paralympics, Pistorius says the Olympics is by no means an obsession.

“It is my duty to do the best that I can do, but for me there is no difference between able-bodied and disabled sport,” he says. “If I only ever get to compete at the Paralympics and never at the Olympics I will be satisfied as long as I have given it my all.

“I also want to be seen as an athlete, not just that disabled kid competing against the normal guys.

“When I retire, I don’t want to be called an Olympian – if I make it there – or a great

Oscar Pistorius on his way to victory in the men’s T42/43/44 200m during day one of the BT Paralympic World Cup in Manchester earlier this year. Photo: Michael Steele/Getty Images


Paralympian, I just want to be remembered as an athlete,” he adds, warming to his theme.

“That’s the most important thing. If anything, Paralympic competition is far more important to me and I’ve learned more from Paralympic competition than I have in able-bodied.

“This is more stressful for me than any major able-bodied events I compete in and there is always far more pressure on me because I am expected to win here and not in able-bodied races.

“It’s great to compete in both but Paralympic sport is the pinnacle for me.”

But within the world of Paralympic sport, the South African is Usain Bolt, David Beckham and Tiger Woods all rolled into one. Some have already labelled the London 2012 Paralympics the “Oscar Show” due to his increasing statue.

Pistorius smiles again: “The Oscar Show?“That just sounds ridiculous to me.“People can say that if they like but, to be

perfectly honest, I don’t really notice this whole poster-boy thing,” he opines. “I don’t

ever look at myself like that and it would be wrong of me to do so. There are so many thousands of amazing Paralympic athletes out there who do their bit to promote the Paralympic Moment, not just me.

“I’m just another one of those athletes. I don’t feel like a superstar or anything. It still always bowls me over when somebody asks for a photograph with me – it still hits me just like the first time someone asked me.

“To say that something as big as a Paralympic Games or a World Championships can be about one person doesn’t make sense as there are far too many great athletes out there for that to ever happen. Every Paralympic athlete trains their hardest and I’m not special in that respect – I’m just like them.”

But Pistorius admits that with the media glare focused squarely on him, it can be more difficult for him than most.

“It is hard sometimes because you get reported on [by the media] for things that would not be newsworthy at all if the average Joe did them,” he protests.

Oscar Pistorius poses for photographers with Sebastian Coe and British Paralympian Ellie Simmonds during the international Paralympic Day in Trafalgar Square in London last September. Photo: Carlo Court/AFP/Getty Images




“But I guess you have a responsibility as a sportsman to act in a certain way. I’m very lucky to be in the position I am in, and I have to promote myself and the sport in the right way and give it the right image.

“The media only tends to report sensational things so it’s either really good or really bad stuff that gets in the news. You just have to take the good stuff with a pinch of salt and not get big-headed about it, and when the bad

stuff happens you just have to remember what type of person you are.

“I must give Paralympic sport the right image as I am the first port of call for a lot of people who don’t know much about it. A lot of children turn up to watch me at major events and it is a privilege to be a role model for them.”

Pistorius has many years of competitive action left in him, but how does one of the most intriguing sportspeople of our generation wish to be remembered when he finally does decide to call it a day?

“When I do finally retire I want to be known as an athlete who gave everything in the years that he ran,” he says, “and I hope that I do contribute in my own way.

“Paralympic sport is hard-core, not a second grade version of any able-bodied sport. It’s got triumph, it’s got disaster and it’s got everything else you need for great sport. So by the end of my career I just want to have helped promote that.”

Oscar Pistorius and rival Jerome Singleton talk with British Prime Minister David Cameron during the International Paralympic Day at Trafalgar Square in London last September. Photo: Jan Kruger/Getty Images

Oscar Pistorius wins gold with a world record in the 400m at the 2008 Beijing Paralympic Games. Photo: Duif du Toit/Gallo Images/Getty Images


London has several distinct retail districts and shopping streets, many of which have their own themes or specialities.

From luxury goods in Mayfair to quirky finds in Covent Garden, to large shopping centres like Westfield, you can easily while away an hour, an afternoon or a whole day shopping in London.

Here’s your guide to London’s best shopping areas:

Oxford StreetThe heart of London shopping, bustling Oxford Street has more than 300 shops, designer outlets and landmark stores. Home to the legendary Selfridges, it also boasts a range of

famous department stores such as John Lewis and Debenhams scattered among every well-known high street chain imaginable. Hate the crowds? Slip into a side street and it’s pretty easy to leave the hordes behind. Check out St Christopher’s Place and Berwick Street for some real treats.

Oxford Circus

Bond Street and MayfairWhether you’ve got money to burn and want to splash out on the very best in designer clothes, or just love luxury window shopping, New Bond Street, Old Bond Street and Mayfair are the ideal places to go for some extravagant retail therapy. Popular with celebrities on a spree, this is probably London’s most exclusive shopping area, home to big names including

Shop till you drop! Photo supplied by London & Partners.




Burberry, Louis Vuitton and Tiffany & Co. Neighbouring South Molton Street boasts iconic fashion store, Browns.

Bond Street

Westfield LondonMore than just a shopping centre, Westfield London is an innovative place to shop, to eat, and to meet. Inside the second largest urban shopping centre in Europe you’ll find high street favourites including Debenhams, Next, Marks & Spencer and House of Fraser. There are also more than 275 luxury, premium and high street retailers showcasing over 700 brands including Louis Vuitton, Jimmy Choo, All Saints and Ted Baker as well as a cinema, gym, several bars and restaurants, all under one roof!

White City or Shepherds Bush

Carnaby StreetThe birthplace of the fashion and cultural revolution during the Swinging Sixties, Carnaby Street is still home to some of the world’s most exciting designers. More than just the world-famous street itself, the Carnaby area consists of 12 streets of fantastic shopping. In Carnaby you’ll find stores selling urban and street clothing, stunning shoes and designer boutiques, as well as cafes and restaurants. And don’t miss Kingly Court, a three-storey courtyard selling one-off creations and unique products.

Oxford Circus or Piccadilly Circus

Covent GardenWhether you want hip fashion, unique gifts, rare sweets or one-off handmade jewellery, Covent Garden is a great place to explore. You can stock up on the latest urban street wear, funky cosmetics and shoes on Neal Street, check out imaginative arts and crafts at

Covent Garden Market or just window shop around the stores. Don’t miss Floral Street, Monmouth Street, Shorts Gardens, Seven Dials and Neal’s Yard for a true taste of London’s most distinctive shopping area.

Covent Garden or Leicester Square

King’s RoadShopping is the King’s Road’s main obsession – here you’ll find an eclectic mix of trendy boutiques, unique labels, designer shops and high-street staples, alongside a vast array of cafes and eateries. It’s also a great place for inspirational interior design, with Peter Jones, Heal’s, Cath Kidston and Habitat all vying for attention. Be sure to check out the store where punk was born in the 70s: Vivienne Westwood’s shop, and the treasure trove of antiques at the Chelsea Antiques Market.

Sloane Square

KnightsbridgeVisitors from around the world flock to Knightsbridge and Brompton Road to visit the illustrious shops and department stores. This is the place to go if you’re looking for prestigious brands and up-to-the-minute trends from the world’s fashion elite. Best

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known for Harrods and Harvey Nichols, you’ll also find a whole host of big-name fashion designers on Sloane Street. Showing Knightsbridge caters to all tastes, there’s a big branch of Topshop opposite Harrods!

Knightsbridge

Savile RowKnown worldwide as the home of bespoke British tailoring, Savile Row is the place to come if you want a handmade suit crafted the old-fashioned way (with a price tag to match). Credited with inventing the tuxedo, Henry Poole & Co – also the first Savile Row tailor – is still cutting cloth at no. 15. Other big names include Gieves & Hawkes, H. Huntsman & Sons and Ozwald Boateng. On the corner of this “golden mile” of tailoring you’ll also find the flagship Abercrombie & Fitch store.

Bond Street or Piccadilly Circus

Notting HillFamous worldwide thanks to the film of the same name, Notting Hill offers a vast array of small, unique shops selling unusual and vintage clothing, rare antiques, quirky gifts, books and organic food. There’s also the unmissable Portobello Road Market – a mile-long (1.6km) street with a vibrant array of different stalls set out daily. Nearby Westbourne Grove offers more high-end shopping, with stylish designer shops dotted between a mix of quirky boho boutiques, hip cafes and art galleries.

Notting Hill Gate, Ladbroke Grove or Westbourne Park

Canary WharfCanada Square, in London’s Docklands, is home to many of the UK’s leading businesses, but it also has a great shopping centre, open seven days a week. Sleek and modern, Canada Square boasts more than 200 shops, with all

the major high street chains as well as a good selection of designer stores. Look out for big names like Oasis and Zara plus lingerie brand Myla and luxurious fragrance store Jo Malone. If you can avoid the lunch-hour rush, it’s one of London’s most chilled-out shopping experiences.

Canary Wharf

Regent Street and Jermyn StreetAn impressively elegant shopping street, Regent Street offers a good range of mid-priced fashion stores alongside some of the city’s oldest and most famous shops, including Hamleys, Liberty and The Apple Store. Nearby, historic Jermyn Street is renowned for men’s clothing shops and is so typically British it’s enough to bring out the old-fashioned gent in anyone! Jermyn Street is particularly well known for its bespoke shirt makers such as Charles Tyrwhitt and shoe shops including John Lobb.

Piccadilly Circus

Content courtesy of visitlondon.com. Images supplied by London & Partners.

Shop at Hamleys, Liberty and the Apple Store on Regent Street


Sir Steve Redgrave holds a truly unique title: Britain’s greatest ever

Olympian.He secured it beyond all

doubt on that famous day on September 23, 2000, at the Sydney Olympic Games. Few would find any good reason to

dispute it.Redgrave, competing in the

coxless fours alongside Matthew Pinsent, Tim Foster and James Cracknell, won his fifth Olympic gold medal in his fifth consecutive Olympic Games by a mere 0.38 of a second ahead of the rival

Italian crew.For the millions of British

fans who stayed up until 1am to watch on TV the man from Marlow make history in Australia, those final few strokes were agonising.

But for Redgrave himself, now 50, things were

I’m glad they didn’t shoot me!

The rowing legend has dodged diabetes and possible bullets to be rightly acclaimed as Britain’s foremost Olympic top gun. He tells insidethegames.biz’s Tom Degun about how he became Britain’s most successful Olympic athlete.

Sir Steve Redgrave talks to insidethegames.biz




Far Left: Steve Redgrave, along with James Cracknell, Tim Foster and Matthew Pinsent, celebrates winning his fifth Olympic gold medal at Sydney in 2000. Photo: Nick Wilson/AFP/Getty ImagesBelow: Sir Steve Redgrave is still rowing – here he is taking part in the Queen’s Diamond Jubilee River Pageant with a flotilla of 1,000 boats accompanying them down the Thames in June. Photo: Pool/AFP/Getty Images

much different.“When we came off the

water having just won the gold medal in Sydney, the BBC was waiting to interview us,” he explains.

“They asked me when I knew I had won the race and I replied that I had known after 250 metres.

“I wasn’t joking.“I know that some people

thought I was arrogant but that’s a peril of self-belief. It might have appeared arrogant but it was only the truth. I genuinely felt that at the time, mainly because the belief doesn’t spring from nowhere. It arrives because you work like a dog for years and years and years.

“Self-belief is probably the most crucial factor in sporting success. The bodies are roughly equal, the training is similar, the techniques can be copied. But what separates the achievers [from lesser heroes] is nothing as tangible as split times or kilogrammes: it is the iron in the mind, not the supplements, that wins medals.”

From that moment, Redgrave had guaranteed his place in history and he remains arguably the greatest rower ever to have ever stepped in a boat.

But the Sydney 2000 victory came four years after he famously uttered the

words, which have now become immortalised, just seconds after he won his fourth Olympic gold medal at the Atlanta 1996 Olympic Games.

“If anyone sees me go anywhere near a boat, you’ve got my permission to shoot me,” exclaimed Redgrave as he sat in the boat, recovering from the enormity of his effort. In his own mind, that was to be his Olympic swansong.

Redgrave laughs about

it now.“By the fourth gold medal

in Atlanta in 1996, even I’d had enough,” he said.

“That was when I came out with my one and only famous quote.

“After Matt Pinsent and I had won our gold medal we were interviewed by the BBC. It was just after the race – always a dangerous time when the brain is not fully in gear – and the question arose of whether we were going to Sydney.




“At that moment, we were not and that is why I said it.

“It immediately entered the sports quotes market and it is funny to look back at it now after what happened four years later in Sydney.”

Redgrave’s achievements are all the more remarkable given that he was diagnosed with diabetes in 1997. Having initially thought his career may be over, he sensationally triumphed over it by going on to win his fifth Olympic gold medal.

“I decided very early on that diabetes was going to live with me, not me live with diabetes,” he said.

“There is no reason why

you still can’t achieve your dreams but it does take a lot of patience to work out the right routine.”

He has become a source of inspiration for many diabetics but, for such a naturally unassuming character, he finds such praise difficult to take.

“People call me an inspiration, and that is a lovely thing to hear, but I never really went out of my way to inspire people,” he said.

“It’s a byproduct in many ways. You inspire people through what you do; I had a lot of fun doing my sport and wouldn’t have changed it for the world.

“If you don’t have fun, you don’t put the same effort into things,” he insisted. “The more fun you have, the more you will knuckle down and get stronger at your sport.”

But Redgrave’s contribution to British Olympic history did not end at the start of this century. Fast-forward to July 6, 2005. This time he is not in a boat but in a convention hall in Singapore.

Clad in a light-brown suit, Redgrave is hugging England football star David Beckham, who is similarly clothed. It was the uniform of the London 2012 Bid team that claimed an historic victory over rivals Paris by just

four votes.Redgrave was involved in

the bid from the early stages. And he freely admits he now cannot wait for the Games to begin – particularly as he rates Britain’s chances of medal success so highly.

“To make sure this is a major success, we need Britain to win a lot of medals and I think that will happen,” he said.

“I mean, this is the best British Olympic team for 100 years.

“We will not come anywhere near our gold medal tally of 56 in London in 1908. We are not in that league.

“But I think it will be our second-best performance.

“We won 19 gold medals four years ago in Beijing in 2008 and that will be really tough to pass but I think we can do it.

“If that happens, I think young people will be really inspired and that was my real goal when I went to Singapore in 2005 to help us win the bid.

“That was the promise we made and we must deliver on it.”

And with an eye on the Games legacy, he concluded: “In a lot of ways, London 2012 is just the beginning. What is really interesting is what will happen with sport in the UK afterwards, particularly involving young people.”

Sir Steve Redgrave and David Beckham celebrate London being awarded the 2012 Olympics and Paralympics in Singapore in July 2005. Photo: John Gichigi/AFP/Getty Images


British LibraryThe British Library is home to the United Kingdom’s national library and to unique exhibition galleries. It displays some of the world’s most famous written and printed items

including the Magna Carta (from 1215), Shakespeare’s First Folio (1623) and Codex Sinaiticus (c.350) along with displays on calligraphy, bookbinding, printing, stamps and sound recording. Its Turning the Pages facility allows you to turn the pages of a book or unroll a scroll simply by touching a screen.Opening times: Mon, Weds-Fri, 9.30-18.00; Tues 9.30-20.00; Sat 9.30-17.00. Sun & public holidays 11.00-17.00. July 26-August 12, Mon-Sat opens half an hour laterLocation: Euston Road NW1Nearest tube: Kings Cross St Pancras, Euston, Euston Square

Special for London 2012:What: Olympex 2012: Collecting the Olympic GamesOverview: A visually striking exhibition telling the fascinating story of the past and present of

the Olympic Games through the medium of postage stamps and related memorabilia.When: July 25-September 9Where: Entrance HallCost: FreeWebsite: www.bl.uk/whatson/exhibitions/olympex2012/index.html

British Museum The world-famous British Museum exhibits the works of man from prehistoric to modern times from around the world. Highlights include the Rosetta Stone, the Parthenon sculptures, and the mummies in the Ancient Egypt collection.

Opening times: 10.00-17.30 daily; Fri until 20.30Location: Great Russell Street WC1Nearest tube: Tottenham Court Road, Holborn, Russell Square, Goodge Street

Special for London 2012:

Olympic ExhibitionsA number of London’s most famous tourist attractions will be displaying Olympics and Paralympics related exhibits this summer. Here’s our pick of the best to visit:

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A 1948 London Olympic poster is displayed next to two London 2012 gold medals that will be on show at The British Musuem. Photo: Peter Macdiarmid/Getty Images




What: The London 2012 Olympic and Paralympic Games medals (pictured adjacent page)Overview: The story of the production of the medals for the London 2012 Olympic and Paralympic Games, from the mining of the metal by Rio Tinto to the creation of the designs by David Watkins and Lin Cheung, and their production by the Royal Mint. Examples of both the London 2012 victory medals are the high point of the display.When: Now until September 9; Fri open lateWhere: Room 37Cost: FreeWebsite: www.britishmuseum.org/whats_onexhibitions/london_2012_games_medals.aspx

Houses of Parliament and Big BenOne thousand years of history which have shaped Britain can be discovered within one of the most iconic buildings in the world: the Houses of Parliament. You can attend debates and watch committee hearings, tour the buildings or climb the famous clock tower and see Big Ben. The tower looks spectacular at night when the four clock faces are illuminated.

Opening times: Mon-Sat 9.30-16.30Location: City of WestminsterNearest tube: Westminster

Special for London 2012:What: Arts in Parliament - Journey to the PodiumOverview: A selection of artworks from the Journey to the Podium collection in an Olympic Inspire-marked exhibition which fuses sport and art.When: August 13-29Where: Westminster Hall (entry via visitors’ entrance at Cromwell Green)Cost: FreeWebsite: www.parliament.uk/get-involved/arts-in-parliament/whats-on-programme/journey-to-the-podium/What: Arts in Parliament – Godiva AwakesOverview: A special exhibition for Godiva Awakes, the West Midlands’ commission for the Arts Council’s Artists Taking the Lead programme for the Cultural Olympiad. The exhibition will pre-empt Godiva’s appearance in the centre of London where she will lead the Thames Night Time Carnival as part of the closing party for the Paralympic Games.When: September 1-7

Big Ben and the Houses of Parliament, Westminster.

Photo courtesy of Visit Britain


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Where: Westminster Hall (entry via visitors’ entrance at Cromwell Green)Cost: FreeWebsite: www.parliament.uk/get-involved/arts-in-parliament/whats-on-programme/artists-taking-the-lead/

National Portrait GalleryThe National Portrait Gallery is home to the world’s largest collection of faces and personalities, spanning Tudor times to the present day. From Shakespeare to kings and queens and icons of our time, it also boasts a superb photographic collection and one of the best roof-top restaurants in London.Opening times: Mon, Tues, Weds, Sat, Sun 10.00-18.00; Thurs, Fri 10.00-21.00Location: St Martin’s Place WC2Nearest tube: Charing Cross, Leicester Square, Embankment

Special for London 2012:What: Olympic Encounters in 1908Overview: Looking back to the first London Olympic Games held in 1908, this small display focuses on a visit made to the House of Commons by athletes from the American Olympic team following their participation in the event.When: Now until January 15 Where: Room 25 – case displayCost: FreeWebsite: www.npg.org.uk/whatson/display/2012/olympic-encounters-in-1908.php

Royal Opera HouseThis world-famous theatre, home of the Royal Ballet, the Royal Opera and the Royal Opera House (ROH) Orchestra, is open during the day to the general public as well as being open to ticket holders during performances. Pre-booked guided tours are available daily. Enjoy a morning coffee or lunch in the

Amphitheatre Restaurant or take a drink out to the Amphitheatre Terrace with its stunning views across the Covent Garden Piazza. Buy a ticket for a performance from the Box Office and visit the ROH shop for a wide range of souvenirs.Opening times: Exhibition 10.00-19.00 daily; last entry 18.15Location: Bow Street WC2ENearest tube: Covent Garden

Special for London 2012:What: The Olympic Journey: The Story of the GamesOverview: In conjunction with BP – a London 2012 Official Olympic Partner – and The Olympic Museum in Lausanne, this exhibition tells the Olympic story through the endeavours of ancient and modern Olympians. It includes artefacts from athletes through the ages, audio and film, the Summer Olympic medals since 1896 and the Summer Olympic torches since 1936.When: July 28-August 12Where: Paul Hamlyn HallCost: FreeWebsite: www.roh.org.uk/about/the-olympic-journey

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Tate BritainFrom romantic Pre-Raphaelite paintings to landscapes by Turner and Francis Bacon’s distorted nudes, you’ll find lots to gaze at in Tate Britain. The gallery is home of the largest collection of British art in the world. Make sure you eat at the gallery’s restaurant and study the famous mural by Rex Whistler between mouthfuls!Opening times: Sat-Thurs 10.00-18.00; Fri 10.00-22.00Location: Millbank SW1Nearest tube: Pimlico or Westminster

Special for London 2012:What: London 2012 Olympic and Paralympic Games postersOverview: London 2012 has commissioned twelve leading contemporary artists to create the official posters for the London 2012 Olympic and Paralympic Games. Screen prints and lithographs of these works will be displayed.When: Now until September 23Where: Manton FoyerCost: Free

Website: www.tate.org.uk/whats-on/tate-britain/exhibition/london-2012-olympic-and-paralympic-games-posters

Victoria & Albert Museum of ChildhoodWelcoming over 400,000 visitors through its doors every year, the V&A Museum of Childhood in London’s Bethnal Green houses the museum’s collection of childhood-related objects and artefacts, spanning the 1600s to the present day.Opening times: 10.00-17.45 dailyLocation: Cambridge Heath Road (Bethnal Green) E2Nearest tube: Bethnal Green

Special for London 2012:What: Mascots of the Olympic GamesOverview: Mascots of the Olympic Games is a small display showcasing 38 mascots from past Summer and Winter Olympic and Paralympic GamesWhen: Now until October 28Where: Marble FloorCost: FreeWebsite: www.museumofchildhood.org.uk/whats-on/exhibitions-and-displays/mascots-of-the-olympic-games/

What: Beautiful GamesOverview: What makes an athlete successful? How does the latest technology help us to become faster and stronger? And where do we draw the line between fair play and downright cheating? Beautiful Games answers all of these questions and many more.When: Now until September 9 Where: Top Floor Exhibition AreaCost: FreeWebsite: www.museumofchildhood.org.uk/whats-on/exhibitions-and-displays/beautiful-games


Wow the world!Esteemed film and theatre director Stephen Daldry is charged with bringing a spectacular touch of British culture to the Games. insidethegames.biz’s Tom Degun quizzes him.

When London won the bid for the 2012 Olympic and Paralympic Games in July 2005, did you think you would be involved as the Ceremonies executive producer?I actually hoped I would be Mayor of London by now but I’m not, so I decided to do this

instead! No, in all honesty, I never expected this at all. It was an opportunity that just came up and I grabbed it with both hands. To be

London 2012 Ceremonies team Catherine Ugwu, Danny Boyle and Stephen Daldry, along with LOCOG chairman Sebastian Coe, at the 3 Mills StudiosPhoto: Matthew Lewis/AFP/Getty Images

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involved in a public event of this scale and nature will never come again in my lifetime so I’m just delighted to be part of the team.

You are known for your film work, having directed Billy Elliot and The Hours, and in theatre with Billy Elliot the Musical and Far Away. How different has this project been?Very different! To be involved in an event of this nature is obviously a major challenge but such an amazing project to be working on. I am working with some fantastic people who are the leading artists in their field and that is a huge pleasure. But we are all aware we have a big responsibility to deliver for London and Britain so we are all working hard not to disappoint.

What can we expect from the London 2012 Ceremonies?We have already provided a bit of a taster by revealing that The Tempest, one of William Shakespeare’s best-known plays, is the key thread running through all four of the Ceremonies. It has been chosen because it has so much to say about what these Games are about. You can expect the spectacular and some real magic but we are obviously trying to keep a few nice surprises up our sleeve.

If The Tempest is the key theme in all four Ceremonies, are they similar to each other?Not at all. Each show stands alone and has its own unique identity and character. Part of my job is to make sure the shows are individual and are not done by committees ticking boxes. But, quite helpfully, because the Olympics and Paralympics are run by the same Organising Committee, there is a lot of crossover in how you train volunteers, how you use the facilities and so on. But that doesn’t mean there are similarities in the performances themselves

There has been a lot of talk about the budget for the Ceremonies after it was doubled to £81 million following approval from the Prime Minister. What do you think about that?As the Ceremonies executive producer, I would tell you we always need more money and whatever we have is not enough! But, in fairness, London will be spending considerably less than at the last two Summer Games, even with extra investment from Government. You look at Beijing 2008 and we are not even on the same planet in terms of budget; you are standing on the shoulder of giants when you do this kind of job but you cannot live in the shadow of your predecessors. This is also a once-in-a-lifetime opportunity to strengthen




your national brand so I don’t think there can be too many complaints on what has been spent.

Can you understand why there has been a lot of criticism against the decision?I accept you receive a lot of flak with a decision like that. I’m also aware that the Olympics and Paralympics has its own built-in controversy. I’m not saying I was tempted by that, but I’m aware that whatever you do people will say, ‘No, I think that’s a really bad idea’. However, it’s important to remember that the running of the Games does not cost the country anything – that is taken care of by broadcasting, sponsorship and ticket sales. The money committed when Britain had money was spent when Britain had money. Were we to bid today, you would have to seriously question whether the country could afford to bid, and I would think the answer would be no.

You have been urging people attending the Olympic and Paralympic Games this summer to take the opportunity to visit West End theatre. Why is that?The West End is the theatre capital of the world. It is one of the things we do extremely well and are celebrated for. People will obviously come to London during the Olympics and Paralympics for the sport, but they need to enjoy the city in every possible way and they can do that through the cultural activities going on during the Games. We must not forget that London 2012 is also hosting the Cultural Olympiad, the largest cultural celebration in the history of the modern Olympic and Paralympic Movements. That is a very important part of this whole thing.

So what will London Theatreland offer visitors to the capital this summer?The West End will be a key focal point of the

Cultural Olympiad [which culminates in the London 2012 Festival] and given that 95 per cent of its theatres are no more than a 15- minute walk from mainline stations there’s every reason for people to head to the theatres in droves. London 2012 is fully behind not just the sport but also the cultural aspects of the Games, which is why so many cultural events are exploding across the United Kingdom during the Olympics and Paralympics.

So, finally, sum up for us what the best thing is about being the London 2012 Ceremonies executive producer?I love the fact that it is something I have never done before or will ever do again. Working with great directors like Danny Boyle is a huge thrill and knowing we are involved in something so big is very special. It is really just

a unique opportunity to contribute to what I’m sure is going to be a fantastic Games. You can never forget that the London 2012 [Olympics and Paralympics] Opening and Closing Ceremonies will be four of the biggest moments in TV history, broadcast to over 200 countries to an audience of four billion. We have no choice but to deliver great Ceremonies that will make the country proud and wow the world.

Fireworks are pictured during the Opening Ceremony for the 2008 Beijing Summer Olympics at the Bird’s Nest Stadium. Photo: Phil Walter/Getty Images


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When London pipped Paris in the race for the 2012 Olympics on that memorable day in Singapore seven

years ago, it became the first city to be entrusted with the task of staging the Summer Games for a third time.

In 1948, the British capital stepped into the breach, hosting the first Summer Olympics after World War Two, coping remarkably well given the challenging economic climate and truncated preparation time.

But the first time the Games came to Britain was as long ago as 1908 – the year the Ford Model T was first produced.

Competitive sport has progressed every bit

Sepia-tintedmagic momentsDavid Owen, insidethegames.biz’s chief columnist, recalls Britain’s first Olympics in 1908 – a world away from the Games with which we are familiar today.

Norwegian and Swedish competitors march past the Royal Box during the opening ceremony of London 1908. Photo: Hulton Archive/Getty Images

1908 GAMES




as much as car making in the intervening 104 years – and there are few things which underline that as clearly as a leaf through the Official Report of those first London Olympics.

At 794 pages, though, the report is a marathon read.

So here, culled from its pages, is a shortlist of eight highlights from a festival of sport that, like any Olympics, had its fair share of memorable moments.

The marathon If there is a single story that conjures up the spirit of those 1908 Games, it is that of Dorando Pietri, the exhausted Italian marathon runner, and his disqualification because of the help he received to stagger across the line from race umpires.

There is, though, plenty more worth recalling about this epic race, run from Windsor Castle to Shepherd’s Bush on a warm, muggy day with little air.

Take, for example, the role of the authorities at Windsor station, which placed all the waiting rooms and cloakrooms at the event’s disposal for “dressing accommodation”.

Or the fact that the race had an Official Caterer: the Oxo Company.

As the report notes: “Oxo… will supply the following free of charge to competitors – Oxo athletes’ flask, containing Oxo for immediate use, Oxo hot and cold, Oxo and soda, rice pudding, raisins, bananas, soda and milk.”

The entry continues: “Stimulants will be available in cases of collapse.

“Note – Eau de Cologne and sponges can be had for use of competitors from the Oxo representatives.”

Middleweight boxing final: JWHT Douglas (GB) and RL Baker (Australia)Douglas won in a contest described as “a beautifully

matched bout” which “produced the best boxing of the day”.

As all five events of the Olympic boxing competition took place in their entirety over one day, between 11.25am and 10.30pm, at a venue in Clerkenwell, this is quite an assertion.

Douglas went on to captain Essex and England at cricket.

Lacrosse final between Great Britain and CanadaThese were the only teams at the Olympics, but the match was described as “certainly the best exposition of lacrosse ever given in this country”.

Canada took gold with a 14-10 victory.

Britain’s John Douglas won the middleweight title at the 1908 London Olympics. He was also a well-known cricketer, known as J W H T or “Johnny Won’t Hit Today” Douglas, because of his defensive batting style. Photo: Hulton Archive/Getty Images




The start of the 10 mile Walk in the White City Stadium at London 1908. George Larner of Great Britain (3rd from right) won the gold, his second in three days having also won the 3,500 metres walk. Photo: Topical Press Agency/Getty Images)

Eight-oar race final heat between Leander (GB) and BelgiumLeander won by two lengths after a race described as a “magnificent struggle between two of the finest crews I ever saw together”.

The contest was also seen as having broader significance for the sport of rowing.

The report asserts that the outcome had “finally settled the question of styles that has agitated the English world of rowing for over three years.

“If the Belgians had won… we should have been obliged at least to reconsider, if not to change entirely, all those principles of oarsmanship on which the crews of Eton and Radley, of Oxford and Cambridge, and of the great metropolitan clubs had founded their tuition.”

It is disconcerting to realise that a culture shock on such a scale was so narrowly averted.

10-mile walkThe first six athletes home were all Britons in an event said to have been “one of the best things in the Games”.

The winner, GE Larner, “retired from training in 1905 owing to his duties in the Brighton Police Force, but was fortunately permitted to compete in these Games”.

Silver medallist EJ Webb “went to sea at 12 years old, entered the Army and served in the retreat to Ladysmith”.

Tug-of-warAll the medallists were teams representing United Kingdom police forces.

Controversy reared its head, however, in the form of a protest raised by “certain members of the American Committee”.

The Official Report explains: “The English policemen wore their ordinary duty boots, as it is their invariable custom to pull in these contests in such boots which have become too shabby for street duty.

“When they heard that remarks had been made as to the nature of their footwear, they offered to pull in their socks.”

12-metre class yachting This offered an illustration of how a London Olympics can embrace the whole country.

According to the Official Report: “In the 12-metre class there were no foreign entries, and as the United Kingdom representatives of this fine class of yacht were racing chiefly in Scotch waters the Committee decided… to hold matches for them on the Clyde instead of the Solent.”

Football finalBritain took gold, beating Denmark 2-0 with a team consisting solely of English amateur players.

Only six teams were entered, including two from France – both dispatched by Denmark by an aggregate score of 26-1.

There should have been eight teams, but Hungary and Bohemia were forced to scratch because of “political trouble in the Balkans”.

This “trouble” eventually triggered World War One.


Much WenlockMuch Wenlock is arguably as significant a location for the modern Games as the venue of the Ancient Games at Olympia in Greece. It was in this obscure Shropshire town that a sporting visionary, the Reverend William Penny Brookes, established an annual sporting event in 1850, the Wenlock Olympian Games, which mirrored those of the Ancient Olympian Games.

And it was to this obscure English local, one rainy day in October, that a French visitor – Baron Pierre de Coubertin, known throughout the sporting world as the “Father of the modern-day Olympics” – came 40 years later to see these latter-day “Games”. Brookes was 81, and his idealistic young visitor was 27. Within two years Coubertin had decided to establish the Olympic Games as we know them, and within four years he had founded the International Olympic Committee.

Stoke MandevilleCradle of the Paralympic Movement, this quaint village outside Aylesbury is already a place of pilgrimage for history-minded sports fans thanks to Sir Ludwig Guttmann, a German neurologist, who in 1944 founded the National Spinal Injuries Centre. He believed that sport was an ideal method of therapy, using it to help build physical strength and self-respect among injured World War Two veterans, and in 1948 founded the Stoke Mandeville Games for disabled people – which has now grown into the Paralympic Games.

Not surprisingly, the Buckinghamshire location will play a pivotal role in the Paralympic Torch Relay with four flames from the Great Britain’s constituent countries combining there on August 28. The resultant Paralympic Flame will then be transported from Stoke Mandeville to the Olympic Park in London for the Paralympic Games Opening

Olympic themed day trips from LondonGreat Britain, and even further afield, is festooned with locations brimming with rich Olympics and Paralympics history. Here’s our guide to the best places to explore.




Ceremony the following day. Aylesbury town centre will host a flame festival on August 28, commencing mid-afternoon. A free exhibition will be in place at Stoke Mandeville Stadium for the duration of the Paralympics.Cambridge and Oxford: Britain’s ‘Big Two’ university citiesThe universities of Cambridge and Oxford have led the way in providing Great Britain with Olympic success, each providing 15 medallists – either students or former students – from the 1992 Barcelona Games until now, and that tradition looks in flourishing shape as London 2012 looms. On top of this, the two esteemed seats of learning have provided some monumental moments in Britain’s sporting history.CambridgeCambridge has its own iconic part of athletics tradition, which was celebrated in the four-times Oscar-winning film Chariots of Fire. The Great Court Run, as seen in the movie, is a

race which takes place in Trinity College. Runners are challenged to complete a full circuit

of the Great Court, some 341 metres, in the 43 seconds it takes the clock to strike 12 noon and chime 24 times. The clock has been there since 1610 but no-one knows how long the run has been taking place.

In the film the feat is apparently achieved by Harold Abrahams, a Cambridge student who went on to win the 1924 Olympic 100 metres title in Paris. In fact, that feat had only ever been achieved by the man depicted in the film as losing to Abrahams – a character based on Lord Burghley, another Cambridge student, who won the 400m hurdles title at

Amsterdam 1928. Incidentally, the scene is actually filmed not at Trinity but at Eton College in Berkshire. Only three people have ever successfully completed this feat: Lord Burghley in 1927, Lord Sebastian Coe in 1988 and the little-known Sam Dobbin in 2007. OxfordOxford is also home to the Iffley Road athletics track, which witnessed one of the greatest sporting events in British history.

On May 6, 1954, Roger Bannister – a former medical student at Exeter College, Oxford – became the first man to break the four-minute mile barrier. Bannister’s achievement, which came two years after he failed to earn a medal at the 1952 Helsinki Olympics, has long been celebrated as one of the all-time great sporting performances. Chris Brasher, founder of the London Marathon, was a pacemaker for Bannister that historic day. Sir Roger, as he is now known, is expected to play a leading part in the London 2012 celebrations.Rugby SchoolSpectators heading to Coventry for an Olympic football match might consider visiting the town of Rugby, just 13 miles away, which played an important part in inspiring Baron Pierre de Coubertin. Rugby was one of a number of public schools visited by the French educationalist in the 1880s, a decade before the first modern Olympics was staged in

Athens in 1896. De Coubertin had also read the iconic Tom

Brown’s School Days, the famous Thomas




Hughes novel set in the public school (where the sport of rugby originated). Three years ago, Lord Coe unveiled a plaque (pictured p27) at Rugby commemorating legendary 19th century headmaster Thomas Arnold’s role in inspiring de Coubertin.Land’s EndLand’s End has always been one of Britain’s most popular tourist destinations. But now the westernmost tip of Britain has another reason to celebrate its iconic status – the start of the London 2012 Olympic Torch Relay. Few observers can fail to have been impressed by the sight of Ben Ainslie (pictured), three-times Olympic gold medal-winning sailor, kicking off the relay’s 5,000-mile, 70-day route to roars of

encouragement in the early hours of a beautiful Cornish May morning.

Land’s End has no train station of its own, Penzance 20 minutes away being the final stop for anyone who wants to travel as far south-west as possible. But taking the train from Paddington in London is still by far the best way of getting there through some of England’s most glorious countryside, on one of Britain’s greatest railway journeys. CardiffThe Welsh capital will host the first London 2012 football match and, indeed, the first event of the entire Olympic Games on July 25, two days before the Opening Ceremony, when the Great Britain women’s football team takes on New Zealand in the first of eight matches hosted by the Millennium Stadium. Earlier this year, a giant set of Olympic Rings was unveiled within the fountain outside Cardiff’s historic

City Hall.Cardiff is also the birthplace of two of

Britain’s most popular athletes, Colin Jackson, the former world record holder for the 110m hurdles and Seoul 1988 silver medallist, and Baroness Tanni Grey-Thompson, one of the best known Paralympians in history with 11 gold medals. Cadbury WorldAs visitor attractions go, few are more unusual than a day out at Cadbury World in Birmingham, which gives a fascinating insight into the world of the Official Treat Provider of London 2012.

Opened in 1990 on Cadbury’s Bournville manufacturing site, it is one of the UK’s most

popular leisure attractions. The tour showcases the history of chocolate as well as the origins of the Cadbury business – one of the world’s largest confectionery

manufacturers. The village of Bournville – also the brand name of Cadbury’s dark chocolate bar – was built by the Cadbury brothers in 1893 to house the factory workers in a “model (i.e. ideal) village”. George Cadbury was a temperance Quaker and no public houses have ever been built in Bournville. It has been described as one of the nicest places to live in Britain.Brighton The sporting career of Lord Sebastian Coe, chairman of London 2012, is forever linked

with his great British rival, Steve Ovett. At the 1980 Moscow Olympics each man won the event supposedly


*Work and pleasure togetheruntil the return flight does us part

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destined for his rival, with Ovett striking first to take the 800m title. For a golden five-year period in British athletics these two men strove to outdo each other, reducing world records between 800m and a mile at regular intervals. While Coe was a product of Sheffield and a graduate of Loughborough University, Ovett came from the historic south coast city of Brighton, with its beautiful Regency architecture, famous pier and vibrant nightlife. ParisVenturing beyond the UK’s shores, the French capital is the birthplace of Baron Pierre de Coubertin. Coubertin was inspired to establish the modern-day Olympics after a visit to England when he met Dr William Penny Brookes and saw his creation: the Wenlock

Olympian Games. Coubertin went on to set up the International Olympic Committee (IOC) in 1894 and the first modern Olympics followed in Athens two years later. Paris hosted the second Olympics in 1900 and again in 1924.

More recently, the city was narrowly beaten by London in its bid to host the 2012 Games - a decision that caused much angst in the French capital and one there is still simmering anger about.

*Work and pleasure togetheruntil the return flight does us part

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Despite retiring in 2007, Baroness Tanni Grey-Thompson

remains Britain’s most recognisable and arguably greatest Paralympian.

In a glittering career,

Baroness Tanni, or plain old Tanni as she was known back then, won an astonishing 11 Paralympic gold medals, four silvers and a bronze in the sport of wheelchair racing.

The Cardiff native made her

Paralympic debut at Seoul in 1988 when she was just 19 years old and came home with a bronze medal. But it was very a special Games for another reason: it was the first time that the Olympics

Paralympics comes of ageCelebrated Paralympian Baroness Tanni Grey-Thompson DBE competed at five memorable Games – she tells insidethegames.biz’s Tom Degun, London 2012 will be “the greatest of all time”.

Tanni Grey-Thompson talks to insidethegames.biz

Tanni Grey-Thompson holds up her gold medals as she announces her decision to retire from international competition in 2007. Photo: Carl De Souza/AFP/Getty Images




and the Paralympics were held at the same venue, with the same facilities used for both able-bodied and disabled athletes.

Grey-Thompson, who is now 43, remembers the occasion well.

“I was obviously relatively young when I went to the Seoul Paralympic Games in 1988 but I was still aware that it was a very important event because it was the first time that Paralympians would be competing in Olympic venues,” she explains.

“I managed to pick up a bronze medal there, which I was very happy with considering that I was quite young and that it was my first Games.

“It was a well organised event and I remember being looked after by the volunteers, but in terms of media coverage it was next to nothing. I didn’t really see any journalists out there and I think the only television coverage was a short highlights show a few weeks after the event had finished.”

Four years later, Grey-Thompson was in Barcelona for the 1992 Paralympic, and by now things were quickly improving.

“Barcelona was a great Paralympic Games,” she recalls.

“I obviously enjoyed it on a personal level because I picked up four gold medals and a silver in the relay, and as a competition it was very well

run – everything was made very easy for us in terms of accessibility and the Spanish people really got behind the Games.

“Those Games changed my life and the whole Paralympic Movement because I think that event really afforded acceptance towards disabled people. There was also more media coverage which was nice to see.

“I left those Games feeling like the Paralympics had a very strong future and that it had truly established itself as a major sporting event.”

Fast-forward another four years and we arrive in Atlanta for the 1996 Paralympics. This time, however, the reviews were not so positive.

“Atlanta was definitely a backwards step from Barcelona four years earlier,” she believes. “It was quite difficult being in a wheelchair because I don’t think accessibility was a major priority for the Organising Committee. There was a lot of waiting around, lots of queuing and therefore a lot of frustration among the athletes.

Tanni Grey-Thompson celebrates winning the 800m

during Sydney 2000. Photo:Allsport Australia


“On a personal level I won one gold medal and three silvers which I was a bit disappointed with at the time, so all in all I don’t have the best memories of Atlanta 1996. There was a bit more media coverage than there was in Barcelona, though, so you could definitely see things start to improve on that front.”

However, the best was still to come. And it did – at Sydney 2000.

“For me, the Sydney 2000 Paralympic Games were the best I ever competed in,” Grey-Thompson declares.

“The venues were amazing, everything was accessible and the Australian public really got behind it. It was brilliant to see how far the event had come in just four years since Atlanta. I did very well as I won four gold medals and that was the first time the media seriously covered the event.

“Due to the fact that I did quite well I seemed to get a lot of their attention and that changed many things for me. Before I went to Sydney, people didn’t know who I was but when I came back I had people coming up to me in the street and congratulating me. It was a Games that really marked another huge step forward for the Paralympic Movement.”

Athens 2004 marked a personal swansong for Grey-Thompson: the last Paralympics she would attend

as an athlete following a hugely successful odyssey that had begun 16 years earlier and encompassed five Games.

“There was a lot of talk saying what a bad Olympics and Paralympics Athens was but it wasn’t like that at all,” she insists. “We had heard a lot of reports in the media saying things wouldn’t be ready on time and that the

conditions were awful so we expected the worst.

“But when we got there everything was okay so we had an enjoyable time. It wasn’t the level of Sydney in 2000 but it wasn’t that far off. There was a lot of media coverage once again and I won two gold medals – my last two Paralympic medals.”

By the time Beijing 2008 had come around, Grey-

Tanni Grey-Thompson signs a mural of herself as part of the Laureus World Sports Awards 2012 at the OXO Tower in London in February. Photo by Matthew Lewis/Getty Images for Laureus




Thompson had retired as an athlete. She was still in the Chinese capital for the Games, but this time in the commentary box working for the media rather than out on the track competing.

“The Beijing 2008 Paralympics were very different for me because obviously it was the first time I had been to a Paralympics without competing,” she explains.

“It took some time to get used to the fact that I wasn’t competing but for the first time I managed to really take in everything that goes on around the Games. China did a wonderful job in putting on the Paralympics and venues like the Bird’s Nest Stadium were absolutely stunning.

“The difficult thing from a British point of view was the

language and the culture in China but that was a relatively minor thing. Overall, it was very organised and it received a lot of media coverage so I think it is right up there with Sydney 2000.”

The next stop is London 2012, where Grey-Thompson will again be working in the media.

“People always ask me if I will miss the fact that I won’t be competing at London 2012,” she says. “I know it will be absolutely amazing and the media coverage will be unprecedented.

“All the seats will be full and that will be another first for the Paralympics so it will be an unbelievable experience for the athletes. But I’m fine with the fact that I won’t be there [competing]. If I was 10 years younger it might be different, but I’m 43 and my body told me some time ago that it was time to retire.”

Grey-Thompson was an integral part of the London 2012 Bid team that went to Singapore in 2005 and won the right to stage the Games “so it is amazing to see how everything has come together,” she says.

“The Organising Committee has put real emphasis on the Paralympics and that is something I’ve been delighted to see from a personal point of view. I have no doubts that this will be the greatest Paralympic Games of all time and it is very exciting. I just can’t wait!”

2012 Paralympic Events

Archery

Athletics

Boccia

Cycling – Road

Cycling – Track

Equestrian

Football – 5-a-side

Football – 7-a-side

Goalball

Judo

Powerlifting

Rowing

Sailing

Shooting

Sitting Volleyball

Swimming

Table Tennis

Wheelchair Basketball

Wheelchair Fencing

Wheelchair Rugby

Wheelchair Tennis

The Princess Royal talks to Tanni as London waits to find out in Singapore in 2005 whether its bid to host the 2012 Olympics and Paralympics has been successful. Photo: John Gichigi/Getty Images


All you have to do is upload your favourite pin story to be in with a chance of winning a selection of collectable London 2012 pin badges, which includes limited edition pins from the British Birds and Olympics Pictogram series.

Entry is quick and simple via an online form on insidethegames.biz and insidegamescollecting.biz

Good luck!Competition rules and regulations:My Favourite Pin Story competition closes midnight on October 9, 2012. Only one entry per person is permitted. Entries received after the closing date will not be considered. The winning entries will be chosen by an independent third party and a panel from insidegamescollecting and insidethegames, and judged after October 9, 2012. Pictogram pins entrants receive may be standard or limited edition pins and are selected randomly. No correspondence will be entered into and the winners will be notified within 28 days of the closing date. The judge’s decision is final and no correspondence will be entered into. The prize is non-refundable and non-transferable. No cash alternative will be offered. The competition is not open to employees of Dunsar Media Company Limited, their families or anyone professionally connected with the promotion. Any personal data relating to entrants will be used solely in accordance with current UK data protection legislation and will not be disclosed to a third party without the individual’s prior consent. In the event that a selected winner of the competition does not confirm receipt of notification of the result within 21 days, we reserve the right to select a new winner. Competition winners’ names, country of residence and the stories of the winning entrants and images may be published on the Dunsar Media Company Limited websites. Entry to this competition shall constitute your acceptance of these rules and regulations and you agree to be bound by them.

WIN! £800 of London 2012 pin badges up for grabs!

The winning prize includes a full set of the insidethegames.biz commemorative puzzle pin.

insidegamescollecting.biz and Honav UK have teamed

up to bring you fabulous prizes of official pins.




When collectors discuss pin numbers they’re not talking banking cards – they’re comparing volumes of an Olympics phenomenon. insidethegames.biz’s chief feature writer Mike Rowbottom gets involved.

Imagine the scenario. At a certain point in the Games, you receive a request which comes down to a single word, and is usually uttered

plaintively by a young volunteer: “Pins?”It can turn into a very bad moment when

you realise you have just given away your last

freebie pin badge from the press bag.Here’s an infrequently asked question for

you: have you ever heard someone say “I quite like pin badges”?

No, of course you haven’t. No-one quite likes pin badges. Either they don’t know what the hell they are, or they LOVE them.

Earlier this year I caught up with some dedicated pin collectors who had gathered in the John Lewis store inside the Westfield Stratford City Centre to exhibit and swap their lovingly assembled wares.

In trying to sum up the draw of the activity, Paul McGill, who works with insidethegames’ own pin site, insidegamescollecting.biz, said: “One pin collector recently put it like this: ‘I’m not a leper, I’m a drug addict.’ It’s an addiction in many ways.”

That is a rather dramatic way of describing

The ‘clean’ Olympic drug

Pin traders crowd round as collectors see what’s on

offer during Beijing 2008. Photo: Paula Bronstein/Getty Images


insidegamescollecting.bizWe’ve created a fabulous website dedicated to the world of Olympic pin collecting.

You can find us on Facebook www.facebook.com/InsideGamesCollecting and follow us on Twitter as @gamescollecting to interact with other fans of Olympic memorabilia.

If you’re interested in collecting why not take a look!

http://www.facebook.com/InsideGamesCollecting @gamescollecting




the phenomenon. But what will be evident this summer within the Olympic Park is that many thousands are “addicted” to the swapping of these colourful little objects – and, perhaps, to the sense of belonging to a particular and discerning worldwide community.

At the Vancouver 2010 Winter Games, Acer’s stall invited passers-by to play a game on a big screen, for which they would be rewarded with a pin. Many similar activities will be coming to stalls around the London Olympic facilities this summer.

Until 1912, pin badges were purely utilitarian within the Olympic context, serving to identify competitors, officials and other groups, such as International Olympic Committee (IOC) members and journalists. But at the Stockholm Games that year, the first commercially produced pins became available for spectators, with some being sold to raise funds for the Games.

In the three years before the 1936 Winter and Summer Olympics in Garmisch-Partenkirchen and Berlin, respectively, over one million pin badges were sold to help underwrite the costs of the Games. The 1960 Winter Games in Squaw Valley, California, saw the manufacture of the first sponsor pin – produced by Sylvania Electronics, and featuring a microphone and the Olympic rings.

The manufacture of pins grew steadily, and by the time the Summer Olympics came to Los Angeles in 1984 pin trading had become a major feature of the Games, where there were an estimated 17 million pins in circulation.

Four years later, at the Calgary Winter Olympics, Coca-Cola set up the first official pin-trading centre which drew more than 17,000 visitors per day, leading some bright marketing spark to describe the activity as “the number-one spectator sport of the Olympic Games”.

That Coca-Cola tradition has been maintained at every Games since. At the 1992 Albertville Winter Games, for instance, the soft-drink brand’s operation enabled the trading of some 1.2 million pins. Four years later in the home of Coca-Cola – Atlanta, Georgia – the 1996 Olympics saw an estimated three million pins changing hands.

Noah Chamberlain, an account manager for Honav UK, the exclusive licensee of the lapel pin category for the London 2012 Olympic Games, is working with many of the major corporate sponsors involved and sees a range of strategies being employed.

“Most corporates don’t produce pins which are for general sale,” he explains, “but they use pins in many different ways to help market themselves; for instance, when EDF wanted to conduct a survey they put pin badges in their packs and got a better response for it.

“Procter & Gamble operates a scheme where you can earn points by buying its products and then redeeming them for Olympic tickets, clothing or pin badges.

“A lot of companies do employee pins, which are tied in to performance: for instance, hitting top sales figures.

“Others do countdown pins – such as 1,000 days, 500 days or 100 days to go to the opening of a Games. This is a way of keeping employees engaged and excited about being a part of the Games.”

He adds: “Part of my job is to go to one of the corporate sponsors involved, say four years out from a Games, and offer them different activations and strategies which will make the most of pins.

“That’s because pins are definitely an institution now within the Olympic Games.”

That is demonstrably true – and for one fundamental reason: these glinty, colourful little badges have managed to combine business and pleasure. Bingo!


London is not all about the Games – the capital has plenty of famous attractions tourists can explore, as David Gold explains.

London is one of the greatest cities in the world.

Big Ben, Trafalgar Square, St Paul’s Cathedral, Buckingham Palace, Palace of Westminster, Wimbledon, Wembley, London Eye, South Bank, Tower of London, Kensington Palace. They’re among the capital’s greatest attractions.

In addition to some of the best parks bestowed with Royal approval, London is the city of theatre, sport, finance and greenery – and, now, will become the first city to host the

Summer Olympic Games three times. Although the new Olympic Park in the east

of London, in Stratford, will be the centre of the action, there will be sport taking place across the capital.

Wembley Stadium, in north-west London, hosts football, while Wembley Arena next door has badminton and gymnastics and volleyball takes place at Earls Court, just west of Kensington.

Wimbledon, in the south-west of the city, is, naturally, the home of the tennis, while the ExCeL arena, east of Canary Wharf – not far from Stratford but closer to the Thames – is hosting more events than any other single venue.

North Greenwich Arena, an iconic structure to the east just south of the river and built for the millennium celebrations, is staging basketball and gymnastics.

Journey of Discovery

View from the top of the Victoria Tower, Westminster, of the Houses of Parliament and the London Eye. Photo courtesy of VisitBritain – James McCormick




As someone who has lived in our capital city for 26 years I thought I knew London pretty well; but upon investigation I realised there is much more to be discovered.

The River Lea, which runs through the Olympic Park, has a colourful history having been a key industrial port for London until the latter half of the 19th century. Interestingly, it was set on fire for two days when an alcohol factory exploded during World War One.

The Olympic Stadium is effectively built on an island in the River Lea, which runs from the suburbs of Luton, 30 miles north of London in Bedfordshire, to the capital where it meets the Thames, and will provide one of the most iconic views during the Games. This historic area has now become home to the massive Westfield shopping centre, which boasts a huge array of shops, amenities and restaurants.

If you’ve been lucky enough to receive tickets to the beach volleyball on Horse Guards Parade, you should take a visit to nearby Buckingham Palace and check if the Royal Standard is flying, indicating whether or not the Queen is at home.

A walk across the Thames brings you to London’s South Bank. Located on, as the name implies, the south bank of London’s largest river, some regard it as London’s cultural heartland. South Bank is lined with performers demonstrating anything from mime to impressive balancing acts, along with artists

displaying their wares. For those who enjoy indulging in a spot of

culture the Southbank Centre is the largest single-run arts centre in the world, including the Royal Festival Hall, Queen Elizabeth Hall and Hayward Gallery. It’s an architectural delight designed to educate those, like me, whose idea of a cultural day out is simply to take photos of buildings which look important! The South Bank boasts a selection of great restaurants offering wonderful views of the Thames.

A short walk east towards London Bridge along the riverbank will bring visitors to Gabriel’s Wharf, housing a small and slightly secluded selection of restaurants and shops, and home to some excellent pizzerias.

Refreshed? Then why not then take a stroll down the riverbank to Shakespeare’s Globe? (pictured above) A reconstruction of the original Globe theatre, which was destroyed by fire during a performance of Henry VIII in 1613, visitors can catch an Elizabethan play or just check out its exhibition, dedicated to the world’s greatest playwright. Theatre lovers should head back across the river to London’s theatre heartland, known as the West End. In

Shakespeare’s Globe theatre on the South Bank of the river Thames is illuminated at night. Photo by Oli Scarff/Getty Images

Photo courtesy of VisitBritain.


an area stretching from the iconic Oxford Street to the Thames you’ll find numerous theatres dotted throughout Soho, Covent Garden and neighbouring areas such as Piccadilly Circus.

For those even fonder of their food, Borough Market (pictured p55) is a short walk from London Bridge and home to probably the best food market in the capital; its history dates back to 1014, more than 50 years before William the Conqueror paid Britain a visit.

From London Bridge, it’s a short tube journey to Canary Wharf. Not just famed as the place where the money flows, it is also home to the London Organising Committee of the Olympic Games. You will find a decent selection of restaurants and shops – and, despite the location, at not unreasonable prices, either.

No trip to London is complete without a visit to its Royal Parks.

Hyde Park will be hosting BT London Live, as well as the triathlon, this summer, and sits adjacent to the stunning Kensington Gardens – the site for Africa House and Russia.Sochi Park during the Games.

Home to the late Princess Diana as well as evocative memorials to the victims of both the notorious tube and bus bombings on July 7, 2005, the Gardens can trace its history back to one of Britain’s most famous kings, Henry VIII.

The six-times married monarch allowed his trusted advisor, Cardinal Thomas Wolsey, to build the similarly impressive Hampton Court Palace to the south-west of London before sentencing him to death in the catastrophic chain of events which led to his first divorce. The Palace, featuring some of the most impressive gardens in London, is where the time trial cycling race will begin.

The road race, meanwhile, travels through six London boroughs, four Royal Parks and




Surrey countryside, offers spectators approximately 120km of road to watch the race for free before finishing in front of Buckingham Palace in The Mall.

The Mall runs from Buckingham Palace to Trafalgar Square – fittingly, where so many gathered in 2005 to celebrate the announcement that London was to host this summer’s Games.

As noted English author Dr Samuel Johnson

famously wrote: “When a man is tired of London, he is tired of life; for there is in London all that life can afford.”

Johnson had it right. London: the self-styled best city in the world.

Some of David Gold’s investigation was gathered by taking a Blue Badge Tour of London. Visit www.toursof2012sites.com

The Queen is joined by members of the Royal Family on the balcony of Buckingham Palace after the Trooping the Colour ceremony and the Horse Guards Parade in June. Photo: Dan Kitwood/Getty Images


In the sport of pole vaulting, there is one legend who towers, quite literally, head and shoulders above the rest: Sergey Bubka.The Ukrainian legend has been retired for

over a decade now but his achievements still dwarf those of anyone else who has competed in the discipline.

From an enviable CV, let me offer a few highlights from a record-breaking career.

Bubka won six consecutive World Athletics Championships gold medals, an Olympic gold and broke the world record an astonishing 35 times.

His final world benchmark of 6.15 metres has never come close to being matched and could well remain for another decade or two.

Experts suggest Bubka was so dominant because he possessed great strength, amazing gymnastic abilities and blistering speed. In fact, his average approach speed as he prepared for take-off was around 22.2mph. He gripped the pole much higher than others to obtain more leverage and his immense power meant he could use a pole that was relatively heavy for his weight, thereby generating more recoil force.

But the man himself, who is now 47 and has become one of the most powerful administrators in world sport, explains things

more simply.“The pole is almost like a living, breathing

organ and you have to use it in the right way,” Bubka points out. “It responds to what you do.

“The more energy you give to it, the more energy it will give back.

“You must throw every ounce into it and then you will get the reward because the pole will give it all back to you.”

He adds: “I managed to get to 6.15m using that philosophy, but I think if somebody did the perfect pole vault and put everything they had into it you could get to 6.35m.”

The closest anyone has come to besting Bubka’s monstrous record was three years ago when Beijing 2008 Olympic champion, Aussie Steve Hooker, sailed to a height 6.06m.

But it was still a full nine centimetres shy of Bubka’s mark, set some 16 years earlier at a time when the equipment and training techniques were not nearly so advanced as they are now.

“I really want my world record to go soon because people always ask me about it,” Bubka concedes charitably.

“When I was an athlete, I was in control of the record and I was able to break it many times.

“But I’m not an athlete anymore so I have

Sergey Bubka bestrides the sport of pole vaulting like a king. But, he tells insidethegames.biz’s Tom Degun, it’s high time he was dethroned.

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no control over it.“I don’t know if the athletes competing

today can beat it but Steve Hooker seems like the athlete in the best position to do so. He has been the closest so far and is a great champion, so I hope he can do it one day.

“Paweł Wojciechowski of Poland [the reigning world champion] is another who has a chance because he reached 5.90m last year.

“I have my fingers crossed for both of them because it would be great for the sport if they could beat my record.”

Yet in such a stellar career, with so many gold medals and so many historic records that have made him indisputably the best ever, even Bubka has regrets.

His biggest is that he has only one Olympic gold medal – from the Seoul 1988 Olympic Games.

Indeed, had he not been born in Ukraine, he could very well have claimed at least one more.

The first Olympics after his introduction into international athletics was Los Angeles 1984, which, unfortunately for Bubka, was boycotted by the USSR along with most other Eastern Bloc countries. Two months before the Games, Bubka had vaulted 12cm higher than the eventual Olympic champion, Frenchman Pierre Quinon. Gold would surely have awaited him in the United States.

“Los Angeles really hurt me because I didn’t have a chance to go due to politics,” he says, the frustration still clearly burning within.

“I was young, hungry and fresh and I was vaulting really well, but the politicians hurt all the athletes and that is not what the Olympic Games are about. It is a pure competition and it is about great sport.

“Some of my best memories are of staying in the Olympic Village and feeling the spirit of the Games,” he continues. “The Olympics, its friendship and sportsmanship can change our world for better.

“That is why we shouldn’t have missed Los Angeles 1984.”

He adds: “I had a great career and I can’t

complain but going to those Olympics when I was a young man would have been very special.

“But I’m lucky to have gone several times after Los Angeles and to still be involved in the Olympics as an administrator.”

Looking forward to this summer’s Games, Bubka finds it hard to contain his enthusiasm.

“I’m now very excited about London 2012,” he says. “Great Britain is a birthplace of many modern sports so the athletes and the spectators feel like they are coming home.

“My message to the British Olympians is that they are very lucky to have the chance to compete at their home Olympics. It will be great experience but it will be difficult. Knowing that your home fans are watching and wanting a lot from you can lead to great pressure. If the athletes deal with this pressure and overcome it, they will obtain great success.

“As for myself, I will have lots of duties at the Games because I am an International Olympic Committee member, the International Association of Athletics Federations vice-president and the Ukrainian NOC President.

“But I will take every opportunity to enjoy the sport – especially the pole vault competition!”

Sergey Bubka talks to insidethegames.biz

Sergey Bubka on the way to clear the bar at 5,70m to win

the Olympic pole vault at Seoul in 1988. Photo: Julian

Finney/AFP/Getty Images




ArcheryCompetition dates: 27 July – 3 AugustVenue: Lord’s Cricket Ground, LondonNumber of competitors/medals: 128/4

Governing body: World Archery Federation (WA)

AthleticsCompetition dates: 3 August – 12 AugustVenues: Olympic Park – Olympic Stadium (track, field and combined

events); The Mall (marathon and race walk)Number of competitors/medals: 2000/47 (24 track, 16 field, 2 combined and 5 road)Governing body: International Association of Athletics Federations (IAAF)

BadmintonCompetition dates: 28 July – 5 AugustVenue: Wembley Arena, LondonNumber of competitors/medals: 172/5Governing body: Badminton World

Federation (BWF)

BasketballCompetition dates: 28 July – 12 AugustVenues: Olympic Park – Basketball Arena (initial group phase and women’s quarter-finals); North Greenwich Arena

(men’s quarter-finals, all semi-finals and finals) Number of competitors/medals: 288/2Governing body: International Basketball Federation (FIBA)

Beach VolleyballCompetition dates: 28 July – 9 AugustVenue: Horse Guards Parade, LondonNumber of competitors/medals: 96/2

Governing body: International Volleyball Federation (FIVB)

BoxingCompetition dates: 28 July – 12 AugustVenue: ExCeL, LondonNumber of competitors/medals: 286/13Governing body: International Boxing Association (AIBA)

Canoe – SlalomCompetition dates: 29 July – 2 AugustVenue: Lee Valley White Water Centre, HertfordshireNumber of competitors/medals: 82/4

Governing body: International Canoe Federation (ICF)

Canoe - SprintCompetition dates: 6 August – 11 August Venue: Eton Dorney, BuckinghamshireNumber of competitors/medals: 246/12

Governing body: International Canoe Federation (ICF)

Compendium of GamesFrom A to W, your at-a-glance guide to all the sports at the London 2012 Olympic Games.

Jessica Ennis is bidding for Olympic glory in athletics. Photo: Jamie McDonald/AFP/Getty Images


Cycling – BMXCompetition dates: 8 August – 10 AugustVenue: Olympic Park – BMX TrackNumber of competitors/medals: 48/2

Governing body: International Cycling Union (UCI)

Cycling – Mountain BikeCompetition dates: 11 August – 12 AugustVenue: Hadleigh Farm, EssexNumber of competitors/medals: 80/2


Cycling – RoadCompetition dates: 28 – 29 July, and 1 AugustVenues: The Mall, London and Box Hill,

Surrey (road races); Hampton Court Palace, Surrey (time trial)Number of competitors/medals: 212/4Governing body: International Cycling Union (UCI)

Cycling – TrackCompetition dates: 2 August – 7 AugustVenue: Olympic Park – Velodrome Number of competitors/medals: 188/10


DivingCompetition dates: 29 July – 11 AugustVenue: Olympic Park – Aquatics CentreNumber of competitors/medals: 136/8

Governing body: International Swimming Federation (FINA)

EquestrianCompetition dates: 28 –31 July (eventing); 2 – 9 August (dressage); 4 – 8 August (jumping)

Venue: Greenwich Park, LondonNumber of competitors/medals: 200/6Governing body: International Equestrian Federation (FEI)

FencingCompetition dates: 28 July – 5 AugustVenue: ExCeL, LondonNumber of competitors/medals: 212/10

Governing body: International Fencing Federation (FIE)

FootballCompetition dates: 25 July – 11 AugustVenues: City of Coventry Stadium, Coventry; Hampden Park, Glasgow;

Millennium Stadium, Cardiff; Old Trafford, Manchester; St James’ Park, Newcastle; Wembley Stadium, LondonNumber of competitors/medals: 504/2Governing body: International Federation of Association Football (FIFA)

Gymnastics – ArtisticCompetition dates: 28 July – 7 AugustVenue: North Greenwich Arena, LondonNumber of competitors/medals: 196/14Governing body: International Gymnastics

Federation (FIG)

Gymnastics – RhythmicCompetition dates: 9 – 12 AugustVenue: Wembley Arena, LondonNumber of competitors/medals: 96/2Governing body: International Gymnastics

Federation (FIG),

HandballCompetition dates: 28 July – 12 AugustVenues: Olympic Park – Copper Box (preliminary rounds and women’s quarter-finals); Olympic Park – Basketball

Arena (men’s quarter-finals, all semi-finals and finals)Number of competitors/medals: 336/2Governing body: International Handball Federation (IHF)

HockeyCompetition dates: 29 July – 11 AugustVenue: Olympic Park – Riverbank Arena Number of competitors/medals: 384/2Governing body: International Hockey

Federation (FIH)

JudoCompetition dates: 28 July – 3 AugustVenue: ExCeL, London

Number of competitors/medals: 386/14Governing body: International Judo Federation (IJF)

Modern PentathlonCompetition dates: 11 – 12 AugustVenues: Copper Box (fencing); Aquatics Centre (swimming); Greenwich Park

(riding, combined event)Number of competitors/medals: 72/2Governing body: International Union of Modern Pentathlon (UIPM)




RowingCompetition dates: 28 July – 4 AugustVenue: Eton Dorney, BuckinghamshireNumber of competitors/medals: 550/14

Governing body: International Rowing Federation (FISA)

SailingCompetition dates: 29 July – 11 AugustVenue: Weymouth and Portland, DorsetNumber of competitors/medals: 380/10

Governing body: International Sailing Federation (ISAF)

ShootingCompetition dates: 28 July – 6 AugustVenue: Royal Artillery Barracks, LondonNumber of competitors/medals: 390/15Governing body: International Shooting Sport Federation (ISSF)

SwimmingCompetition dates: 28 July – 4 AugustVenue: Olympic Park – Aquatics Centre (swimming); Hyde Park (marathon swimming)

Number of competitors/medals: 950/34Governing body: International Swimming Federation (FINA)

Synchronised SwimmingCompetition dates: 5 August – 10 AugustVenue: Olympic Park – Aquatics CentreNumber of competitors/medals: 104/2

Governing body: International Swimming Federation (FINA)

Table TennisCompetition dates: 28 July – 8 AugustVenue: ExCeL, LondonNumber of competitors/medals: 172/4

Governing body: International Table Tennis Federation (ITTF),

TaekwondoCompetition dates: 8 – 11 AugustVenue: ExCeL, LondonNumber of competitors/medals: 128/8Governing body: World Taekwondo

Federation (WTF)

TennisCompetition dates: 28 July – 5 AugustVenue: Wimbledon, LondonNumber of competitors/medals: 172/5Governing body: International Tennis

Federation (ITF)

TrampolineCompetition dates: 3 August – 4 AugustVenue: North Greenwich Arena, LondonNumber of competitors/medals: 32/2Governing body: International

Gymnastics Federation (FIG)

TriathlonCompetition dates: 4 August – 7 AugustVenue: Hyde Park, LondonNumber of competitors/medals: 110/2Governing body: International Triathlon

Union (ITU)

VolleyballCompetition dates: 28 July – 12 AugustVenue: Earls Court, LondonNumber of competitors/medals: 288/2

Governing body: International Volleyball Federation (FIVB)

Water PoloCompetition dates: 29 July – 12 AugustVenue: Olympic Park – Water Polo Arena

Number of competitors/medals: 260/2Governing body: International Swimming Federation (FINA),

WeightliftingCompetition dates: 28 July – 7 AugustVenue: ExCeL, LondonNumber of competitors/medals:

260/15Governing body: International Weightlifting Federation (IWF),

WrestlingCompetition dates: 5 – 12 AugustVenue: ExCeL, LondonNumber of competitors/medals:

344/18Governing body: International Federation of Associated Wrestling Styles (FILA)




There are right and wrong ways of behaving at the Olympics and Paralympics – as insidethegames.biz chief feature writer, Mike Rowbottom, knows from bitter experience…

Play the Game!

The well-intentioned questionnaire given recently by London 2012

to the 70,000 Games Volunteers, sorry Games Makers, has – surprise, surprise – been the subject of satirical reports in the British press.

Little wonder. Take question three, for instance, relating to gender/gender identity:

“A spectator approaches you asking politely where the nearest toilets are. You are not sure if the spectator is male or female. What do you do?”

a) Panic: you are not qualified to make this decision – explain politely that you do not know and sadly cannot be of assistance; b) Just in case tell them where the male, female and accessible toilets are; c) Ask the spectator politely if they are male or female, so that you can direct them appropriately.”

I wonder how many other responses were considered?

How about: d) Pretend to be deaf; e) Fake a heart attack; f) Reply politely that you do, and then move away.

The correct answer, in case you were wondering, is b). Good to get that sorted out in advance, I think you’ll agree.

But then so much can go wrong at an Olympics. From my experience of covering Summer and Winter Games since 1992 I can offer the following handy hints that may help to avoid embarrassment – or worse – for London 2012:

Transport 1: If a member of the media or a competitor wants to access an Olympic venue, try not to turn the exercise into a test of sanity. At the 1996 Atlanta Games, reaching the rowing lake was akin to seeking the Holy Grail

thanks to a complicated and inflexible system that required at least one change of bus on the journeys in and out. Oh yes, and buses that did not turn up...

I will always cherish an epic journey out of that venue in a commandeered school bus whose driver uttered the memorable phrase “I’m going to take you people where you want to go.” This ambition, startlingly novel at the time, was followed through as far as humanly possible until we were tantalisingly close to Atlanta

London 2012 Games Maker Emma Dore tries to find the answers to those awkward questions. Photo: Peter Macdiarmid/Getty Images


city centre – at which point, obviously, another checkpoint declined to let the driver actually take us where we wanted to go.

Transport 2: Mentally stunned by this experience, I ordered a cab in advance to take me to the beach volleyball venue the following day. My taxi dropped me off in good time and I walked into the venue in a sunny mood that clouded over swiftly with the emergence of a man with a sheriff’s badge on his breast. He uttered the memorable phrase “Sorry, sir. No walk-ins.”

For a moment I thought he meant that there was no entry to the venue unless you had come direct from the central bus hub in Atlanta about 30 miles distant. Then it became clear this was exactly what he meant.

There followed one of those strange passages of time when it seems as if one has been transported into a story by Lewis Carroll, and I began to feel a little what I like to call murderous. I had started down the shockingly short route between civility and incivility when I noticed an officially badged car full of Japanese photographers had turned into the entrance and was waiting to enter the car park that lay perhaps 20 metres beyond us. “If I get into this car and drive through the entrance,” I asked, “will I be allowed to go in?” Affirmative. Not a walk-in, was it?

Volunteering: At which point I

was greeted by a motherly volunteer who asked me in a loud and cheerful voice if I was having a nice day. I told her what kind of day I was having. General point to Games Makers: if you notice a journalist with steam coming out of his ears do not ask him if he is having a nice day. For then, verily, you become a Cross Maker!

Accommodation: Try not to arrange for media to stay in a big block of buildings without any place to congregate for a coffee or beverage of a stronger kind. This will make them grumpy and disinclined to report favourably upon your Games. Try also not to house them in a building where, on occasion, they are warned not to go out into the street because there is a man out there brandishing a handgun. As happened to me and others in… Atlanta.

Local customs: One much-respected wordsmith from The Guardian got into rather a lot of

bother in Atlanta when returning laden with clothes from a trip to the laundry. He was unceremoniously accused of “jay-walking” by two policemen who were presumably on “foreign journalists jay-walking watch” and bustled down to the nearest police station. Try not to make journalists cross – especially journalists who are crossing the road – as they will be disinclined to report favourably upon your Games.

Footnote for athletes: If you are trying to establish your ‘trademark’ victory celebration a la Usain Bolt, do not do what Ibrahim Jeilan, the surprise Ethiopian winner of last year’s world 10,000 metres title, did in Daegu... and adopt so many different stances that you look as if you are filming a calisthenics video.

Ethiopia’s Ibrahim Jeilan performs his

memorable celebration after winning the

10,000m at the World Championships in

Daegu last year.

Photo: Adrian Dennis/AFP/Getty Images

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