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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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