Winning silver in the world championships of a non-Olympic sport two weeks before the games start isn't going to get you a lot of attention. But Simon Hill, chief executive of Ultimate UK, the governing body for British Ultimate Frisbee, isn't bitter.

He knows that Ultimate — the word "Frisbee" cannot always be used because of branding issues — will one day have its time.

That moment could come sooner if the World Flying Disk Federation is successful in gaining official recognition from the IOC. Ultimate UK estimates that about 15,000 people are playing the game in Britain — double five years ago. In the U.S. and Canada, it has a far greater following.

But should it be an Olympic sport?

"I don't think it is played enough around the world. We need more players in other parts of the world, like Africa," Hill says. "But I do think it would be a great sport to have in the Olympics."

Team GB's men's team came second in the recent world championships in Japan.

"I think that the Olympics are great. Our sport is so small there is no point in whingeing about not getting attention for ourselves," Hill says. "There has just been so much attention on sport that it is a good thing for us. Overall, it's net positive."

— Fergus Bell — Twitter http://twitter.com/fergb

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