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Canada Womens Soccer Team celebrating a goal

The Summer and Winter Olympics and the World Cup are 3 of the world’s largest tourist events. These events have grown 60-fold over the last 50 years, which is a growth rate 50 times faster that the world’s GDP. What does this mean for the future of these events? Have we reached peak mega event? This article explores the future of the Olympic Games and World Cup, keeping in mind host city capacity, sustainability goals, and the influence of digital media and broadcasting.