British big business, from construction companies to hoteliers to ad agencies, rejoiced Wednesday at the prospect of London hosting the 2012 summer Olympic Games.
Whether the average Londoner, faced with seven years of mounting disruption and bearing the brunt of the multi-billion pound costs, is equally enthused remains to be seen.
UK TV channels were awash with carefully staged scenes of a London rent-a-crowd celebrating the win in Trafalgar Square and at Stratford, the dilapidated area of east London where the main Games facilities will be erected.
Breaking out the champagne were the commercial sponsors of London's winning bid, among them British Airways, BT, international hotel chain Radisson Edwardian and EDF Energy - the latter having shrewdly hedged its bets by backing the Paris bid as well.
Other celebrants included ad agency M&C Saatchi, media shop The Ingram Partnership and PR practitioner Hill & Knowlton, all of whom worked on the promotion of the bid.
Many Londoners believe the only real winner, apart from commercial interests, will be the capital's ramshackle transport system - now due for a long awaited restructuring.
The ancient Olympic Games were the biggest event in the BC world and the scene of political rivalries between different parts of the Greek empire. They were also the source of controversies, boasts, public announcements and humiliations.
Little has changed.
Data sourced from BrandRepublic (UK); additional content by WARC staff