How organizers still approach elite sports events as standalone products instead of marketing assets still blows my mind. In most cases, a World Cup weekend will never generate positive revenue if you only look at the direct cashflow during the event itself. The picture changes once you factor in media coverage, long term tourism, bike sales, brand image, destination marketing and overall communication value. A World Cup should be part of a bigger strategy and not treated as a one weekend business case. If a region has no long term MTB vision, no plans to grow the scene, infrastructure or...