Spectators play a fundamental role in sports events because they co-create value with the athletes, and they can provide substantial revenues for the organisers. This is even more the case for the Olympic Games, as was strikingly illustrated by London 2012. Although most people see the Games on television, the Olympics need large numbers of flesh-and-blood spectators and fans to encourage and applaud the Olympians and to create the festive atmosphere that is such an important part of Olympic competitions. Spectators can transform simple sporting competitions between athletes into spectacles that generate strong emotions. In the arena provided by the organisers, they create with the athletes an event that is worthy of being reported by the media. Coubertin was himself convinced that knowledgeable spectators are essential to obtaining high levels of performance, while regretting that stadiums had (already) become too big (Coubertin 2000: 184 and 199).