The International Olympic Committee (IOC) is under scrutiny, as viewing audiences across the world discover the extent to which Olympic coverage has been placed behind a pay wall. With the expected slump in viewership this has caused, the IOC may well have done long-term damage to sports participation, and brought the overall market for sports rights down a few pegs. The Olympics are a strange beast. For just a few weeks, all manner of minor sports are put in the spotlight, with consumers tuning in to a plethora of live feeds and highlights packages. The event has an afterglow too, inspiring many to take up sports, and thus helping to create the next generation of athletes that might one day…