All part of the plan: The nPower Big Dribble launched in February by Ashley Jackson (left), James Tindall and Made In Chelsea's Millie Mackintosh is about hockey capitalising on the 'gift' of a home Olympic GamesEngland Hockey Board chief executive Sally Munday is desperate that the sport capitalises on "the gift" of its time in the London 2012 Olympic Games limelight.
"I am sure that post-2012, I will wake up and think, 'Why did I not think of this or that?' but right now, I don't think there is anything else we could have done to raise the profile of hockey in the eyes of the public or the media," she said.
"Through the Olympics we wanted to make these people feel differently about the game. We wanted players to feel part of it and we wanted spectators to give a shit about it."