Beach Volleyball

Walking into the purpose-built Beach Volleyball arena that towers over Horse Guards Parade, find myself walking behind a full marching band. It's going to be that kind of event. Musical. The commentator in the ground acts as a constant warm-up man, cheerleader and DJ, and there are times when the competition itself seems secondary. I have to say these moments grate.

During the second set of a match between the top-ranked Brazilian men's pair and a game Italian team the crowd are encouraged to keep a Mexican wave going around the stadium twenty six consecutive times. Again, these are the best beach volleyball players in the entire world. The Italians press Brazil to the limit, and the teams combine to win and save eight set points before Brazil takes the first. During this spell there is polite applause. It's nothing on the excitement generated by the wave.

I've seen this at many events in London where the crowd has no rooting interest. They become spectators rather than supporters, and are encouraged by the comperes to applaud everything from the athletes in general to the stadium, the games, the Mexican waves and often just themselves for making it to the venue. It creates an atmosphere which is loud and fun, but I hoped for more from the British public, whose love of sport seems to come second to their love of audience participation.

The solution is a simple one. Sport matters more when you have a vested interest. Instead of blandly cheering for the joy of cheering, why not encourage crowds to pick an athlete or team and do their best to will them on to victory. Divide the stadium by area, birthday, whatever – something equal – and suggest a team for them to adopt. Instantly you have rivalry, competition, engagement, instead of the polite impartial appreciation which can make for an uncomfortable moment if you decide you really do want to cheer loudly for one cause.

During the second half of the session the stands began to empty. Those left behind were either backing one team or prepared to support whoever was trailing in order to prolong the session. Suddenly the atmosphere became electric. There's an instant bond between people cheering for the same side. With that energy to sustain interest between points, we might not even need so much of the rather silly dance troupe who currently flood the court during any pause. Groups of partisan fans don't need extra entertainment, they make their own.

On court, the Italian men were eliminated from the tournament after losing to Brazil. Their female counterparts eliminate a much lower-rated Canadian pair, but need a third set to do so. The point of the session is fought out between two Dutchmen (one of whom is a 39 year-old gold medalist from the indoor event at the 1996 games) and a Latvian duo. The rally runs on and on, powerful offensive blows rescued by diving lunges and counters frantically improvised, it's the most impressive moment I've seen personally at the entire Olympics. When this sport is good, it's really really good.

There are magic touches here. The view across Westminster from the top of the grandstand is special. Matches are started on the hour by – how good is this – the chime of Big Ben over the rooftops. Statisticians record a player's tally of something called Kill Blocks. The pre-session entertainment is fantastic. I just found it a shame how much of that spilled over into the games themselves. They don't actually need the crutch.