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Brand Olympics: do the famous rings deliver value to host countries?

By Steven Greenland, Professor in Marketing, Charles Darwin University
Robert Joseph Gill, Associate Professor in Media and Communication, Swinburne University of Technology, Swinburne University of Technology
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…The Conversation


Read complete article

© The Conversation -
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