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Olympic Turnaround: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand – and a Multi Billion Dollar Global Franchise
Author(s): Michael Payne (Author)
- Publisher: London Business Press
- Publication Date: 1 Jun. 2005
- Language: English
- Print length: 351 pages
- ISBN-10: 0955008506
- ISBN-13: 9780955008504
Book Description
Olympic Turnaround tells for the first time how the future of one of the world’s iconic institutions was secured. It is the story of a fine balancing act as an amateur organisation struggled with and eventually embraced the business world. But, it did so on its own terms, maintaining its identity, not compromising its core values.In the process, it established many of the ground rules of today’s sports marketing industry.
Olympic Turnaround is also the story of the broadcast industry’s love affair with sport. It charts how companies began to understand the power of sport as a marketing and promotional tool. It is also a cautionary tale of success and failure – about how some nations learned to embrace the potential of hosting the world, while others, through short-sighted local political agendas, failed to see the bigger picture.
Packed with previously untold stories and case studies, this is the commercial story of the world’s most valuable and important franchise, the largest and the greatest event in the world: the Olympic Games.
Editorial Reviews
From the Publisher
Sebastian Coe, Olympian and Chairman of London’s successful 2012 Olympic bid
“Just 25 years ago, one of the world’s greatest institutions was on the brink of extinction. That it survived at all is due to the vision and hard work of a few individuals. Olympic Turnaround recounts their story and also provides an inside view of the creation of the sports marketing industry. No one is better positioned to tell this story than Michael Payne.”
Sir Martin Sorrell, chief executive WPP
“Michael Payne provides a fascinating inside story on rebuilding what has become one of the most powerful brands in the world; a brand we all feel ownership of, care for and enjoy; a brand whose values companies pay literally billions to be associated with.”
Sean Meehan, IMD
“If ever there was someone in a position to tell the story of the IOC in the late 20th century and its phenomenal recovery for the new millennium, it would be Michael Payne. There’s a reason he’s been called the world’s foremost sports marketer and this book gives full credence to that position. An intriguing read that makes clear how hard it is to market global sport properties.”
Rick Burton, Commissioner National Basketball League
“From the crippling tit-for-tat boycotts of Moscow and Los Angeles, to the egos that nearly wrecked Atlanta and corrupted Salt Lake City, to the tortuous triumphs of Sydney and Athens, with the exciting prospect of the new China in Beijing 2008 ahead, Olympic Turnaround is a fascinating read. This is the inside story of the spectacular road back from the brink.”
John Bertrand, America’s Cup winner
“If Juan Antonio Samaranch was ‘M’ then Michael Payne was ‘Q’ in the cloak and dagger world behind the Olympic Games. With more twists and turns than a spy novel, Payne’s masterly telling of the games behind the Games is a page turner for anyone who has thrilled to Olympic competition.”
David Hill, chairman and CEO, Fox Sports
“This is the inside story from an insider. Michael Payne captures the politics, intrigue and tension of sports business at the very highest level and delivers in a style enriched by personal observations and anecdotes which take the reader right into the boardroom.”
Kevin Roberts, editorial director Sport Business
“Olympic Turnaround is pure Olympic Gold. Michael Payne’s Olympic Turnaround gives a thrilling insight into the strategic, leadership, branding and marketing triumphs of the Olympic Movement over the last 25 years.”
Sir Steve Redgrave, Olympian
