The recent success of the London 2012 Olympics, and Team GB in particular, have reignited what was until recently a dwindling love of sitting on one's arse watching sports amongst the British public.
Never before have such a large number of Brits been seen clearing their schedules, sitting down, and watching games, many of which they have never even heard of. Individuals who have previously been reluctant to commit to more than 90 minutes of sports watching at a time have been seen spending hours, even days, glued to the action.
Self-confessed sports enthusiast and unit Ben Lockwood is just one man who has really been encapsulated by Olympic fever.
"Before I'd just watch the football with a few beers," he revealed. "But if a game went to extra time or penalties I'd become a bit impatient unless there was some free beer or maybe some pizza available. Now I'm sat in front of the Olympics for hours without even realising it. I had no idea what an 'omnium' was until the other day but when Ed Clancy won Bronze I was like 'fucking get in!' "
Sports viewing experts believe the likes of Lockwood could easily be trained up to engage in sports-viewing endurance activities, such as golf, and even test cricket, which is regarded by many as the pinnacle of the sports-watching endurance pyramid.
This poses a challenge to existing sports-watching endurance performers such as 27-year old Thomas Mosley, who today defended his world title by watching every ball of England's recent 5-day draw with South Africa on Sky Sports, beating rival Richard Humphrey who gave up after realising it was obviously going to be a draw.
"Mixed emotions really," Mosley tweeted, "saw KP bag some rare wickets and defended my title but missed a lot of Olympics action!"
Sources close to Mosley however revealed he was able to catch some of the Olympics during rain delays, and also some of the major athletics events after the close of play, making his achievement all the more impressive.
One of the main aims for London 2012 was to get the young people of the country involved in sport. "The great thing is that it is inspiring future generations to get involved." Olympic organiser Lord Coe told Sportzbus. "Already we can clearly see these games will leave a lasting legacy."
Indeed, youngsters around the country are getting involved with the Olympics on a day-to-day basis. Youngster David Chew, 14, was able to recount his last few days in an exclusive interview with Sportzbus.
"I've basically been sat in front of the TV 12 hours a day." He told us. "I mean, I'm used to watching football and some of the big Wimbledon games, and I put in the odd 7-hour session on the latest Call of Duty when it came out, but never anything like this. I haven't left the house in days."
However it is not only the youth of the country who are getting involved with the games, they are also restoring faith to older generations of sports fans.
"A month ago I'd pretty much given up." Senior citizen Thomas Womersley admitted. "After watching England limp out of the Euros and Andy Murray crying like a baby at Wimbledon I was ready to knock it on the head and go traveling round the world, but this Olympics has really re-invigorated my 1st love of sitting on my arse watching sports."
Murray's performance in the tennis, particularly alongside the barely-legal Laura Robson in the mixed doubles, also impressed Womersley.
"It's restored my faith in British tennis." He said, later adding "If there's grass on the wicket right?"