Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand (Hardback)Michael Payne (author)
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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.
Number of pages: 368
Weight: 689 g
Dimensions: 234 x 156 x 20 mm
Edition: New edition
"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