The point of Big Sport is, naturally, to be Big. The bigger the better. And they don’t come any bigger than the summer Olympics, which is appreciably bigger than its biggest Big Sport rival, the FIFA World Cup. But this is now a Big Problem, because for the IOC and the Olympics, bigger is no longer better. The IOC’s most important customer isn’t big media companies or big sponsors. It’s cities. Big cities. Beijing, London, Rio, Tokyo, Paris, Los Angeles.