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?
