Flip through the latest issue of Gulf Weekly.
As ever with these huge sporting extravaganzas the build up takes on a life of its own and this seems particularly true of Beijing 2008 as it seems we have been talking about it for as long as I can remember.
The human rights issues, the farce of the Olympic torch security, issues surrounding pollution, drug problems and the spectre of London 2012 have only added to this speculation and coverage.
There are two underpinning ideals that the Olympic movement aspires to, but they are becoming increasingly more difficult to achieve and they are; The Olympic Motto of "Citius, Altius, Fortius", a Latin phrase meaning "Swifter, Higher, Stronger". But also the Olympic Creed which is: "The most important thing in the Olympic Games is not to win but to take part, just as the most important thing in life is not the triumph but the struggle. The essential thing is not to have conquered but to have fought well."
Both of these are troubled by the way sport has developed over the past two decades in which it has become increasingly associated with money, image and success.
There is nothing intrinsically wrong with this association but it does have significant consequences for institutions and traditions such as the Olympics which still try to cultivate such ideals.
We only need to look at the dilemma the cricket authorities are facing with the lucrative Twenty20 developments compared to the more historic and pure but less financially viable form of Test cricket.
Business and sport have always been linked but never to the extent they are currently.
The main image problem that the Olympics face is that athletics is the blue ribbon element of the Games and the men's 100 metre final is in itself the centre of athletics and both are surrounded by doping allegations.
Ever since Ben Johnson was caught in 1988 at Seoul, in what many consider to be the most tainted race ever, there has been a litany of doping offences committed including Tim Montgomery, reigning champion Justin Gatlin and Britain's Dwain Chambers who was involved in the BALCO affair.
All are serving bans for drug abuse but due to their number, suspicion surrounds almost all sprinting competitors which have been compounded by the Marion Jones affair.
How can an Olympic sprint gold be won 'clean' is the question that passes most onlookers lips?
It is a problem particularly this year in Beijing when the men's 100 and 200 metres finals are a wonderful prospect with double World Champion Tyson Gay, former World Record holder Asafa Powell and new kid on the block and fastest man ever Usain Bolt all competing for the gold medal. It promises to be spectacular, but sadly their achievements may well be overshadowed by past indiscretions by former sprinters.
Unfair this may well be, but to watch all the Olympic sprinters without this niggling doubt would be bordering on the impossible which is very disappointing.
However, these events will still draw the biggest audiences and the most valuable advertising space will fall at these times.
The rewards are huge and this is one of the fundamental reasons athletes will go that extra mile, sometimes outside the rules, to achieve their dreams.
The rest of the athletics schedule will also hold a prominent position with Liu Xiang in the 110 metres hurdles taking centre stage for the host nation. As with Cathy Freeman in Sydney, if Xiang can win his event he will be the story of the Games and will ignite the Olympics instantly especially as it is taking place in the other worldly 'birds nest' stadium, a truly spectacular venue.
It will define the Beijing Olympics should he win gold.
For all of the controversies both on and off the sporting field the Beijing Olympics will be a fantastic spectacle, it will provide drama and disappointment in equal measure and it will throw up individual triumphs over adversity. However, we will all just have to look a bit harder and longer to find them all.
The Olympic movement does aspire to the motto and creed but it is becoming increasingly difficult to see the words as a priority with all the competing factions involved but it can still justifiably claim to be the 'biggest show' in the sporting world ... just.
