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Steve redgrave Bookies Favourite To Light Flame At London 2012

As the one year countdown to London 2012 has begun, stories will now emerge everyday to keep the focus on next year's marketing highlight for GB plc, whether it is the concerns about the transport system and the calls for Londoners to find "a new way of working" to avoid a clog up of the tubes and trains, a daily enquiry into the health of the UK's elite athletes or concerns about the terrorist threat.  The bookmakers will have a field day conjuring up new markets for both their sports punters and novelty punters and Paddy Power have already launched their campaign with a book on who will light the Olympic flame in the Olmpic Arena at the opening ceremony.

Whilst much store is put by the way in which an Olympic Games is opened, no one is under any illusion that it is the sporting prowess during the following days that really captures the hearts and souls of viewers and spectators.  The pomp and circumstance that surrounds the Opening is of course a crowd puller, but after the extraordinarily spectacular and lavish performance in Beijing no one is really expecting a great deal from a democratic country with an ailing economy. There is of course a nation's pride at stake here and as a country famed for its pageantry and history there will still be a concerted attempt to make it a memorable show.

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