nationalism

The Olympic games is more than just winning a gold medal.  It is about representing your country to the fullest.  For Olympians to stand on top of an Olympic podium, but to stand atop of the podium while they play your countries national anthem would be an enormous accomplishment and unbelievably good feeling.  Every country wants to have the best athletes because it represents power in their respected country.  It is also very positive recognition for a country that does well in sporting events.