Return on Rio: Are Olympic sponsors properly measuring their impact?

Legacy. We heard a lot about it when London 2012 was in full swing. Legacy for the country. Legacy for the next generation of athletes and Olympic hopefuls. Legacy for our sporting infrastructure. Legacy for our kids in inspiring them to take up sport. And yes – I am sure legacy was at the forefront of the brand marketers’ minds who invested in and sponsored the 2012 Olympic Games.
But did it happen? Did the experience of the Olympics from the schools to the pools, from the classroom