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WATFORD, England, Aug 18 (Reuters) - Chelsea midfielder Joe Cole urged the England soccer team on Monday to emulate the success of other British sports sides including that of the athletes currently competing at the Beijing Olympics.
Britain are third in the Olympic medals table with 12 golds. England won the 2003 rugby World Cup and the 2005 Ashes cricket series against the world number one side Australia.
"You can't compare something as prestigious and great as the Olympics or rugby and cricket to football. It's the national sport. It's what every young kid wants to do and therefore it takes on another level," Cole told a news conference ahead of England's opening international of the season against the Czech Republic on Wednesday.
"That's not to take away from the great achievements we have done in those sports, but we, as footballers need to do it now. It's up to us, the players and the people involved at the FA. We must start winning on a regular basis and that is the direction we have got to go in.
"I love watching the Olympics. I have never seen anything like Usain Bolt and the way he won the 100 metres the other night. I love seeing top athletes at their peak, and as England footballers, we have got to start winning too."
Cole, 25, who is in line to win his 51st cap when England play the Czech Republic at Wembley Stadium in their first international of the new season, said he would feel that his England career had been a failure if it ended without winning a major tournament.
"Yes, if I ended my England career without us winning a major tournament, harshly or otherwise, I would judge it a failure.
"Winning a major tournament is what it is all about and we'll have to put that right."
Cole said the team were evolving under Italian coach Fabio Capello, who will take charge of the side for the fifth time on Wednesday.
"We are beginning to play better, we are improving. We're not in the Last Chance Saloon, it doesn't work like that," he said. "There is a progression and we know what we want to achieve."
