Olympic Turnaround - by Michael Payne (Hardcover)

About the Book

Higher, faster, stronger... The Olympic motto conjures images of heroes whose achievements transcended their athletic prowess, but also of tragedy and disgrace. By 1980, the modern Olympic movement was gasping for breath, bankrupt financially, politically, and culturally. But under the leadership of Juan Antonio Samaranch, and, subsequently, Jacques Rogge, the Olympics began a journey back from the brink. Michael Payne, who served as the International Olympic Committee's top marketer for over twenty years, offers unprecedented access to the people and negotiations behind one of the most dramatic turnarounds in business or sports history. Through a multi-pronged strategy, the IOC managed to secure lucrative broadcasting commitments, entice well-heeled corporate sponsors, and parlay the symbolism of the Olympics into a brand for which cities around the world are willing to invest billions of dollars. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

The 2008 Games in Beijing, for example, are expected to involve over 10,000 athletes from 200 countries, draw 20,000 media representatives, and generate over $4 billion in sponsorships and broadcasting rights. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

Book Synopsis

Higher, faster, stronger... The Olympic motto conjures images of heroes whose achievements transcended their athletic prowess, but also of tragedy and disgrace. By 1980, the modern Olympic movement was gasping for breath, bankrupt financially, politically, and culturally. But under the leadership of Juan Antonio Samaranch, and, subsequently, Jacques Rogge, the Olympics began a journey back from the brink. Michael Payne, who served as the International Olympic Committee's top marketer for over twenty years, offers unprecedented access to the people and negotiations behind one of the most dramatic turnarounds in business or sports history. Through a multi-pronged strategy, the IOC managed to secure lucrative broadcasting commitments, entice well-heeled corporate sponsors, and parlay the symbolism of the Olympics into a brand for which cities around the world are willing to invest billions of dollars. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

The 2008 Games in Beijing, for example, are expected to involve over 10,000 athletes from 200 countries, draw 20,000 media representatives, and generate over $4 billion in sponsorships and broadcasting rights. Packed with previously untold stories from the high-octane world where business, sports, politics, and media meet, Olympic Turnaround is a remarkable tale of organizational renewal and a fascinating glimpse behind the curtain of the world's most iconic brand.

Review Quotes

"Though the Olympic movement grew confidently after its revival by Baron Pierre de Coubertin in 1896, by the 1970s, Payne writes, decay had set in. With terrorist killings at the 1972 Munich Games, huge cost overruns at the 1976 Montreal Games, and successive boycotts at the Montreal, Moscow, and Los Angeles events, many believed that the Olympic movement would soon end. Payne describes how the International Olympic Committee reinvented itself in the 1980s under the leadership of Juan Antonio Samaranch, and how the Olympic Games became the world's best-known brand, attracting billions in advertising and broadcast revenues. He should know. In 1983, he was hired to develop a marketing strategy for the IOC and he served as its marketing director over the course of 15 Olympic Games. This narrative is exceptionally well written, detailed yet clear, well referenced but not cluttered, firsthand but not self-serving. An easy, enjoyable, and often exciting read, it will fascinate anyone interested in the business of communication and advertising and of course anyone who has ever been intrigued by the Olympic Games themselves. Essential. All readers; all levels." --Choice

"For this interested in the business of the Olympic Games....Michael Payne's book is must reading. The book is in effect a kind of business school case study, albeit a glamorous one, providing intriguing lessons on big stakes negotiations, corporate espionage and a glimpse into the backroom doings of prominent people." --United States Curling News

"This is the business story of the world's most valuable franchise and the largest event the world: the Olympic Games. Payne served as the International Olympic Committee's top marketer for over twenty years. He here gives readers access to the people, the negotiations and the machinations behind the turnaround of the Olympic franchise, from its nadir in the early 1980s when it was financially, politically, and culturally bankrupt, to its present place of prestige. The stories--many previously untold--of this organizational renewal come from the pit where business, sports, politics and media meet." --Reference & Research Book News

"Chock-full of backstage Olympic lore, this is the book to read if you'd like a business angle on the decisions of the International Olympic Committee. The source is not entirely objective. Author Michael Payne was the Olympics first marketing director and held high-level posts for twenty years but its a compelling read nonetheless, spiced up with a fine selection of black and white photos....[a] unique perspective on the most famous recurring spectacle in the world." --Harvard Business School's Working Knowledge

About the Author

Michael Payne is Special Advisor to Bernie Ecclestone, Chairman and CEO of Formula One Management. He has spent the past 25 years as a senior executive in the sports marketing industry. In 1983 he was hired to create the first ever global marketing strategy for the Olympic Games, and subsequently served as the first marketing director of the International Olympic Committee (overseeing marketing of fifteen Summer and Winter Games), and director of Olympic global broadcast and media rights. Nominated by Advertising Age as one of the world's most influential marketers, he is frequently featured and quoted as an authority on issues related to the Olympics, sports management, and marketing.