As lights go out on Milano Cortina, IOC bets on LA28 to reboot Olympic business model
MILAN, Feb 20 : As the lights go out on the Winter Games this weekend, the Olympic movement is already pivoting towards Los Angeles 2028 — a privately financed showpiece the IOC is betting will reboot a commercial model that has underwritten the Games for four decades but is now straining in a more sophisticated marketing climate.


