Team GB are Britain's most popular sports outfit, so how do we get people to watch? | Sean Ingle

BBC pours money and attention on the Olympics but neglects its sports afterwards. Some creative promotion is needed They were celebrating and swooning over Britain's Olympic stars at the glitzy annual Team GB ball at the Savoy on Thursday. Just as they always do. And that experience will only be magnified when the Paris Olympic Games rolls around in eight months' time. Huge numbers of medals will be won. Gushing editorials will be written. Once more, viewing figures will be enormous. Would it su...