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Steven Greenland, Professor in Marketing, Charles Darwin University

MYSTERIOUS: Brand olympics do the famous rings deliver value to host countries - What They Never Told You

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?

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