Mostly, people don't take enough exercise, and sport's a great way to do it. I have always enjoyed running around like a loon, but don't get the opportunity often. Especially since I love team sports and since I have not an ounce of talent it's pretty hard to find things I can participate in at a very low competitive level.
But I keep hearing sports people interviewed all over the place about 'the olympic legacy' and 'inspiring a generation'. I know this stuff is supposed to be aimed at kids, not me really, but I just don't see anything inspirational about these super talented, super fit people. I bet they never had to endure the humiliation in PE lessons, in fact they were probably dead popular, the sporty ones at my school were. And although they no doubt put in enormous effort and commitment to reach the highest level, the reason they are so successful is because they are very driven people anyway, and coupled with this they get to channel their energies into what they love doing the most.
I also don't think top level is something to aspire to anyway. They have to train to the detriment of their longterm health, and to the exclusion of all else, which I wouldn't want for my kids.
TBH I think professional sport prob puts off more people than it encourages, it's just so far removed from their reality. I guess there will be some talented children who follow their stars and have a genuine chance of making it, but they're the ones who will have been active and sporty from a very young age, and are inherantly competitive. They don't really need inspiring, it's where their natural talents lie, and I'm sure they'll be spotted at school if they're really good enough for the top.
But the other 99%? I don't think watching someone get a gold medal will make someone think they could do that. I'm not anti-competition at all, but there's plenty of stuff for that already.
I'm inspired by middle aged people taking stuff up for the first time, having the balls to give it a go. I'm inspired by kids trying despite not always being good at stuff. People can be competitive with themselves, with others, improve their fitness co-ordination, teamwork etc, and I don't think sports stars are relevant to hardly anyone.