You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract With Rio Looking Like the 'Worst,' It's Time to Finally Pass on Overpriced Sponsorships Olympics, World Cup and Other Mammoth Events Are Not Worth the Cost By Michael Fernandez, Published on May 02, 2014 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.