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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Greenwood Publishing Group, 2006 - Business & Economics - 332 pages

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.

 

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Contents

Foreword
ix
Preface
xiii
Acknowledgements
xv
Olympic Winter and Summer Games
xviii
Rings Side Seat
1
Scorpion Wars
23
Shock and Awe
49
The Shoemakers Vision
72
Operation Perfect Hosts
161
Making IT Happen
193
The the Brink and Back
221
Coming Home
251
The Future of the Rings
271
The Rings and the Small Screen
283
Sources
291
Index
313

Beyond a Brand
108
Beating the Ambushers
133

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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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