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The Times World News

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Thu Jul 18

Do the famous rings deliver value to host countries?

Written by Steven Greenland, Professor in Marketing, Charles Darwin University

The cost of hosting Paris 2024, the 33rd Olympics, is predicted to be more than A$14 billion.

So what’s in it for the French?

Will this oldest of sporting events shine for them, or as has happened with some previous Olympics, will it prove to be a massive white elephant?

The power of the five rings

The Olympic brand is massively powerful and...

Read more: Do the famous rings deliver value to host countries?

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