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-19 led to largely spectator-less Games in 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.
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