...or turn one of sailings already existent "Lance Armstrong's" into a mainstream media personality...

We already have the performers and personalities, hell, sailing has some of the greatest and biggest personalities in society!!! We also have some of the biggest asshats who should be either turned into the person you love to hate, or kept away from the mainstream media totally. Maybe the help of a public/media relations company would be money well spent...?

I suspect the rise of Ellen Macarthur has spurred the UK's increased participation and funding in sailing. They love her and she is a great spokeswoman for the sport.