If being the winner was all that mattered in sport, nearly everybody should not bother. Which makes sport pointless. So,if there is any point to playing sport, all those players who do not win are the ones who make it matter.
I also find the Olympics is the one sports event I watch, that motivates me to get off the couch and lead a healthier lifestyle. Maybe that's just me. But if Zoe or Gus at Olympics, even if they are just on NZ TV screens for a few mins running in a heat - inspire some Kiwi kids to get out an exercise that's cool.
A better measure of country to me is how healthy & fit it's popn is, not just it's spot on a medal table. And SportNZ/Spark or whoever funds sport in NZ, should be taking all that into account.