Every year in Gloucester a race called a cheese rolling is held. If people think there is a concussion problem in rugby, wait til you see the bumps people take in cheese rolling.
According to wikipedia, the format is:
From the top of the hill a 7 lb round of cheese is rolled, and competitors race down the hill after it.The first person over the finish line at the bottom of the hill wins the cheese.
Sound harmless enough? Well this video would indicate otherwise.
http://www.youtube.com/watch?feature=player_embedded&v=AMd4kPnQ0DE#!
A few of these people take ridiculous falls in pursuit of glory. Is this where the phrase "chasing the cheese" comes from? I know, even I felt a little dirty about that one.