Hosting only affects one city and one country  Unlike a World Cup, which spreads the benefits more evenly, an Olympic games is focused on one city, generally one which is a major international city. It was expected prior to the games that 90% of economic benefits to the UK of the 2012 games would go to London [1] .  It is dubious that there would be such big benefits for the continent. South Africa is seen by some in the outside world as somewhat aloof from the rest of Africa due to its particular history, its history of apartheid being rather different from the normal course of African decolonisation. It is doubtful that the 2010 World Cup boosted perceptions of the entire continent.  [1] Grobel, William, ‘What are the London 2012 Olympics worth?’, Brand Valuation News, April 2010,