A major tournament is the easiest event market in the world to launch. The audience is enormous, the interest is obvious, and traders arrive already knowing what they want to bet on. The mistake is treating that moment as the whole opportunity. When the trophy is lifted and the coverage moves on, a broker who built a one-off event around the tournament watches the traffic recede with it. The traders who signed up during the excitement drift back to whatever they were doing before, and the desk that was buzzing for three weeks goes quiet again.