The Paris Games have a chance to "kickstart a resurgence of the Olympic brand" after two editions marred by COVID-19 and the 2014 Sochi Winter Games, which has been tarnished by a doping scandal, former International Olympic Committee marketing executive Terrence Burns said.
With just six months to go until the opening ceremony in the French capital, organizers have plenty of hurdles to clear in order to seize the opportunity.
Chief among them are security concerns over the revolutionary opening ceremony and a first-ever digital ticketing system.