Michael Payne | |
---|---|
Born | London, United Kingdom | March 25, 1958
Nationality | British, Irish |
Occupation | Marketing Executive |
Known for | Director of Marketing at the IOC |
Website | michaelrpayne.com |
Michael Robert Payne (born 25 March 1958) is an English and Irish marketing executive and author, for many years head of the marketing division of the International Olympic Committee (IOC) and from 2004 through 2016 with Formula One Group. [1] He is the author of the 2005 book Olympic Turnaround and 2021 book "Toon In!" and contributes widely to the media on sports business issues. [2]
Payne was educated at Highgate School. A British free-style skiing champion in the 1970's, he began marketing his fellow athletes, helping them find sponsors to permit them to compete. [3] Payne was drafted into the IOC in the 1989, having previously worked at ISL Marketing , a Swiss based marketing company that in 1982 had been appointed by the IOC to develop a global marketing program. [3] [4] During his 17 years with the IOC, [3] he contributed to the development of a multi-billion marketing program for the organisation, worldwide. [5] According to media outlets, Payne is "credited with turning the Games into a financial success" through the television and marketing deals he negotiated for the Olympics during his tenure. [6] [7]
After the 2004 Summer Olympics, he took a position with Bernie Ecclestone, who holds the commercial rights for the Formula One brand. [8] He remained an advisor for the IOC. [3]
In 2004 Payne also founded his global strategic advisory group, Payne Sports Media Strategies, advising governments, corporations, broadcaster and sports organisations, including Formula One, [8] Alibaba, WPP, CVC amongst others.
Payne also acted as senior advisor for the winning Olympic bids of London 2012, Rio de Janeiro 2016 and Los Angeles 2028.
In 2005 Payne released his first book, Olympic Turnaround [3] that details how the Olympics stepped back from the brink of extinction to become the world’s best known brand and a multi billion global franchise. The book has been published in more than 15 different languages.
In 2021 Payne released his second book, Toon In! that in 2022 won the prestigious Sunday Times Sports Book of the Year Award (8) detailing the Olympic history through cartoons and how the Games have defied threats. [9] [10] All profits donated to charity – Back Up, Sport for Peace, Yunus Sports Hub and Cartooning for Peace.
Nominated by Advertising Age, as one of the World’s 50 most influential marketeers, he has also written for leading newspapers including the Financial Times, Yomuiri Shimbun (Japan) and Forbes. He has interviewed for over 100 media outlets including flagship television news programmes in the US (NBC, CNN) UK (BBC, Newsnight, Panorama) Canada (CBC) Australia (Channel 7) Japan (NHK, TV Tokyo) China (CCTV) and Bloomberg, New York Times, Wall St Journal, The Guardian, Sunday Times, L'Equipe,, AP, AFP, Reuters amongst others where he is frequently called upon to comment on the business of sport and politics and sport. He is also a regular speaker at international conferences.
He has served on a number of boards including advisory board to Imperial College London; Chairman of Crystal Digital International.
The International Olympic Committee is a non-governmental sports organisation based in Lausanne, Switzerland.
The modern Olympic Games or Olympics are the leading international sporting events featuring summer and winter sports competitions in which thousands of athletes from around the world participate in a variety of competitions. The Olympic Games are considered the world's foremost sports competition with more than 200 teams, representing sovereign states and territories, participating. By default, the Games generally substitute for any world championships during the year in which they take place. The Olympic Games are held every four years. Since 1994, they have alternated between the Summer and Winter Olympics every two years during the four-year Olympiad.
The Winter Olympic Games is a major international multi-sport event held once every four years for sports practiced on snow and ice. The first Winter Olympic Games, the 1924 Winter Olympics, were held in Chamonix, France. The modern Olympic Games were inspired by the ancient Olympic Games, which were held in Olympia, Greece, from 776 BC to 394 AD. The Baron Pierre de Coubertin of France founded the International Olympic Committee (IOC) 1,500 years later in 1894, leading to the first modern Summer Olympic Games in Athens, Greece in 1896. The IOC is the governing body of the Olympic Movement, with the Olympic Charter defining its structure and authority. The original five Winter Olympic Sports were bobsleigh, curling, ice hockey, Nordic skiing, and skating. The Games were held every four years from 1924 to 1936, interrupted in 1940 and 1944 by World War II, and resumed in 1948. Until 1992, the Summer Olympic Games and the Winter Olympic Games were held in the same year. A decision to change this was made in 1986, when during the 91st International Olympic Committee session, IOC members decided to alternate the Summer Olympic Games and the Winter Olympic Games on separate four-year cycles in even-numbered years. Also, at that same congress it was decided that 1992 Winter Olympics would be the last to be held in the same year as the Summer Games and that to change the rotation, the edition that would be held in 1996 would be brought forward by two years, being scheduled to 1994. After this edition, the next one was to be held in 1998 when the 4-year Olympic Cycle resumed.
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The 2012 Summer Olympics, officially the Games of the XXX Olympiad and officially branded as London 2012, were an international multi-sport event held from 27 July to 12 August 2012 in London, England, United Kingdom. The first event, the group stage in women's football, began on 25 July at the Millennium Stadium in Cardiff, Wales, followed by the opening ceremony on 27 July. There were 10,518 athletes from 206 National Olympic Committees (NOCs) who participated in the 2012 Olympics.
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