The IOC retains all the mind-share of the 'Olympic Spirit,' for lack of better terms. A curling competition on NBC will draw 0 viewers (and 0 money) ((estimating)). A curling event in the Olympics draws viewers because and only because it is 'The Olympics.' Take 'The Olympics' out of every esoteric event and you'll quickly see how little viewership it'll get.
I guess that depends on what sports your country enjoys. Here in Canada curling championships get a pretty wide viewership (but the money isn't great).
The IOC retains all the mind-share of the 'Olympic Spirit,' for lack of better terms. A curling competition on NBC will draw 0 viewers (and 0 money) ((estimating)). A curling event in the Olympics draws viewers because and only because it is 'The Olympics.' Take 'The Olympics' out of every esoteric event and you'll quickly see how little viewership it'll get.