An account of the intrinsic value of sport from previous work (McFee 2004; 2009) is sketched, presenting it as a 'moral laboratory', as well as a scholarly attribution of such an account to Pierre de Coubertin, in explanation of his view of the moral educative potential of the Olympic Games (McFee 2011a). Then aspects of that account of intrinsic value are elaborated, and its educative possibility is defended, along with the possibility of its generalising beyond the sports field or stadium: these are fundamental to its ascription to Olympism. Yet, for de Coubertin, the impact of the Olympic Games was understood primarily in terms of its participants: the modern-day Olympics, by contrast, have an immense impact through the size of their television audience. But how is that impact theorised? The paper urges that, despite key differences, some of the same resources for the 'moral laboratory' can be deployed by audience members, understood in terms of the narratives they construct to explain the sporting behaviour they observe. Although not strictly a consequence of the Olympic context, that context makes it more likely that - from the audience's perspective - the actions of sports players are explicable from a morally aware viewpoint. As such, Olympism has an additional possibility of delivering a kind of moral education; although the fact that there are only observers here (not agents), and hence that there is no responsibility for actions performed, means that this possibility is relatively weak. Some features of a research agenda here are introduced; and its Wittgensteinian pedigree defended.
