Both points have some validity. There could be a limited increase in next year's attendance from a sellout or a near sellout that helped build a vibrant atmosphere.
However, the biggest sports event in the world, the Olympics, with more exposure than any single sport can deliver does not result in large increases in most of its sports' recognition or attendance long-term because in most cases the hype of those sports and their stars during the Olympics does not last. In most cases, six months later people cannot remember the names of the athletes that they were highly impressed by during the Olympics if they did not already closely follow those sport or their names were not repeated on an ongoing basis in the media.
What works is ongoing regular media attention involving a sense of excitement and expectation of success. I love the increased media effort the Argos have put out for the finals, but unless it is sustained long term, it will at best make only a temporary difference.
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