Paris Games reboots Olympic brand, raising bar for LA

PARIS : Against all odds, the Paris Olympics have delivered.

Just a few weeks ago, the chances of a successful Games in the City of Light seemed slim. France was in a political crisis. Security officials were fearful of an attack. Many French people seemed nonplussed.

The International Olympic Committee, under pressure from sponsors and broadcasters after COVID led to largely spectator-less Games in Beijing and Tokyo, could barely afford another miss.

But as the Games draw to a close with a ceremony at the Stade de France on Sunday, those fears appear little more than historical footnotes, with Paris rejuvenating the Olympic brand.

"France surprised people," said Michael Payne, a former IOC marketing chief who has also worked with bid cities and sponsors, especially as recent Paris events such as the 2022 UEFA Champions League final had been marred by trouble.

"It worked beyond anyone's wildest dreams."

By avoiding costly white elephants, and prioritising temporary stadiums nestled among some of the world's most recognisable landmarks, French organisers have turned Paris into an open-air Olympic playground where everyone's invited, with or without a ticket.

As the sun rose, spectators would gather at the banks of the Seine to watch swimmers dive into the water, made just about swimmable at a cost of 1.5 billion euros ($1.64 billion).

As it set, tens of thousands of tourists thronged the Tuileries Garden, snapping selfies while the glowing Olympic cauldron began its nightly ascent into the purple-hued sky.

Paris has also avoided scandal, with geopolitical crises such as Ukraine and Gaza peripheral issues in the bubble of the Games while the U.S. election rollercoaster and riots in Britain hogged the headlines.

Payne said the