The World Cup sparks huge attention and spending, but whether it 'pays' once infrastructure investment and operating costs are counted varies by case, a Huanqiu analysis said.

Short term, tourism, broadcast and ad demand rise, but for big investments like stadiums and transport, post-event 'use' is the key; idle facilities leave only a burden.

For firms it is both a marketing chance and a cost; sponsorship pays but competition is fierce, making returns hard to gauge.

Experts say a mega event's success rests not on 'hosting itself' but on later asset use and city operations.