top of page


Michael Payne has been at the fore front of the development of the sponsorship industry, - initially designing and implementing sponsorships  across a range of international events in the 1970's: from the first World Athletics Championships, Test Match Cricket through to the first London Marathon. 

Joining the IOC in 1983, Michael helped design the IOC's global sponsorship programme TOP, now in its 10th edition, with more than $5 billion generated, and still recognized as the global reference point for international marketing programmes. 

Michael Payne has consulted and developed global marketing programmes for more than 100 international companies, across all industry sectors, and continues to advise companies on their strategic international sponsorship development and rights acquisitions. Most recently Payne, with his partners Chinese Agency Shankai, helped pioneer the ground breaking Alibaba – IOC

Recent and current projects and clients have included:

AliBaba - Brokered with Chinese Partners Shankai the ground breaking long term game changing partnership between Alibaba and IOC. 2017

WPP – International. World's No. 1 communications marketing group. Senior Adviser since 2004 to CEO's office on re Olympics and international sports events.

Identification of industry related acquisition targets – including Two Cirlcles (Sports Data Management) and TSE (Now Burson Marstellar Sports – PR focused on public service sector of sports industry.)

HONAV – China. Leading souvenir manufacturer and distributor - Senior Strategic Adviser to Chairman / CEO, with respect to Olympic rights. Pioneering strategies with replica Olympic Torches; Olympic Retail stores for Chinese Olympic Committee, and development of Olympic Sculpture series, with renown Spanish artist Rosa Serra.

TOP – IOC's global sponsorship programme. Coca Cola, Kodak, Visa, 3M, Panasonic, Samsung, McDonalds, Swatch, GE, Philips. Over the course of Michael Payne's leadership of the Olympic marketing effort, hundreds of Olympic sponsors' Olympic TV commercials were produced. Here is a cross section of 10 of the best, showing the variety and power of Olympic marketing messages.
Click here to see videos of the Top 10 Greatest Olympic Commercials.

Other past projects have included

CVC – Europe’s leaving Private Venture Capital Group. Former owners of F1. Advisor on Sports / entertainment industry, acquisitions.

BRADESCO – Brazil. Leading Bank / Insurance Group who became first partner to RIO 2016 Olympic Games. Senior Advisor responsible for successful bidding and acquisition strategy, in highly competitive environment, through to development of overall Olympic marketing campaign.

BT Group – UK. Senior Adviser to Group re initial analysis of Olympic opportunity; agency selection and strategy for subsequent successful acquisition of London 2012 partnership.

AIGO – China. China Leading electronics group. Senior strategic adviser to Chairman CEO on, re brand and international development.

ODGERS BERNDTSON – Leading international Executive Search Firm. Adviser to Sports Group.

LI NING – Strategic Advisor on development of international development, and sports marketing programmes.

VOLKSWAGEN – Asia. Senior Strategic Adviser to Group, following acquisition of Beijing 2008 Olympic rights. Continued strategic advice on major event acquisition.

GLOBAL BRANDS – UK. Strategic Advisor. Leading property licensing group, with rights to World Cup Soccer and other major events.

TIANG RONG – China Investment Group, Senior Adviser designing sports and entertainment properties...

BMW – Strategic acquisition of certain Olympic rights, connected to London 2012.

bottom of page