Michael Payne made his name by developing the first global marketing strategy, the TOP Programme, for the International Olympic Committee. In 1988 he became the organisation's first ever marketing director. In 2002 he took up the new post of director of Olympic global broadcast and new media rights. During his career at the IOC he oversaw the marketing of 15 Olympic Summer and Winter Games. He has been nominated as one of the world's most influential marketers by Advertising Age and has recently written the book Olympic Turnaround, the story of how the Olympics was saved. In 2005 he became special adviser to Bernie Ecclestone, with a brief to help develop commercial opportunities in Formula One.
Rines, S. (2007), "Global marketing and no-name sponsorship Interview with Michael Payne, former International Olympic Committee Marketing & Broadcast Director", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 2, pp. 4-10. https://doi.org/10.1108/IJSMS-08-02-2007-B003Download as .RIS
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