Fans the world over know religion and politics don't mix with sports and should be kept at a safe distance. Indeed, the Olympic charter rules that the games be free of politics and religion during the two-week indulgence in patriotism and competitiveness.
However, it came to pass this week that the symbolic Olympic flame, carried between host nations by way of torch and jogger, is now being described by the atheist Chinese as the 'holy fire'.
'Beijing has promised in its bidding reports that the holy fire of the Olympics will reach the world's highest peak,' reported the state media machine when it confirmed the dummy run up Mount Everest with the burning Olympic standard.
With tens of millions queuing to kneel at the altar of money and materialism in China, perhaps it is no surprise religious overtones are creeping into the state media's coverage of the games' preparations.
The Olympics, if it hasn't already, is fast becoming a cult - a belief system from which to make some kind of meaning from the clattering chaos of China's unremitting modernity-making and exhausting commercialism.
As we round the bend with 18 months to go, we can view before us the home straight to 8-8-08.