Britain takes on Australia in the women’s semifinals, 2010 Commonwealth Games; far left, Laura Massaro, the British number two
For sports with Olympic status, London 2012 is the golden ticket. Now is the time to increase profile, participation and commercial partnerships. A medal or notable contender, even a memorable cock-up (no one forgets Eddie the Eagle) may establish a sport in the public mind for years to come.
Spare a thought, then, for squash. After failing to join the Olympic family in each of the last two bidding rounds, the game will remain untouched by the 2012 stardust.
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