Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand (Google eBook)

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Greenwood Publishing Group, Jan 1, 2006 - Business & Economics - 332 pages
2 Reviews
Higher, faster, stronger... The Olympic motto conjures images of heroes whose achievements transcended their athletic prowess--Jesse Owens, Mark Spitz, Nadia Comanesci--but also of tragedy and disgrace--the Israeli hostages in Munich, the Salt Lake City bidding scandal, payola to influence scoring. 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, the negotiations, and the machinations behind one of the most dramatic and colorful 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--with the potential for tremendous payoff. 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.

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Beautiful book!!!! It really helped me understand how the industry worked. In my opinion, best book there will ever be in the sports management and marketing thanks to its depth and we can really feel as if we were involved in the meetings because of the detail that has been put in!!
Thank you Michael Payne for writing such a great book!

Review: Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand

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Selected pages


Olympic Winter and Summer Games
Rings Side Seat
Scorpion Wars
Shock and Awe
The Shoemakers Vision
Operation Perfect Hosts
Making IT Happen
The the Brink and Back
Coming Home
The Future of the Rings
The Rings and the Small Screen

Beyond a Brand
Beating the Ambushers

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Popular passages

Page 4 - Olympic movement are described as follows: to promote the development of those physical and moral qualities which are the basis of sport, to educate young people through sport in a spirit of better understanding between each other and of friendship, thereby helping to build a better and more peaceful world, to spread the Olympic principles throughout the world, thereby creating international goodwill...
Page xviii - France 1994 Lillehammer, Norway 1996 Atlanta, USA 1998 Nagano, Japan 2000 Sydney, Australia 2002 Salt Lake City, USA 2004 Athens, Greece...
Page 4 - For the glorification of the individual athlete, whose muscular activity is necessary for the community and whose prowess is necessary for the maintenance of the spirit of competition,

About the author (2006)

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.

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