Chess is not as appealing to an ignorant observer as other sports, by virtue of not being physical. Most people can relate to the impressive nature of Olympic gymnastics or a goal-scoring back-flip, even without knowing the rules or the complex strategies involved. This is not the case for chess: it requires a more patient and informed audience. Even if it is viewer friendly for its strong fan base, it is unlikely to gather more support in the Olympics, where many other more established sports are also at their most available.