Michael R. Payne

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Media

A selection of articles from leading international publications profiling / interviews with Michael Payne, and review of key projects:

General Media

New Wave Advertising Business - Local Strategies and Technologies

Overview of the business revolution at the IOC pioneered by Juan Antonio Samaranch.  "Samaranch  allowed Payne to completely transform the Olympic Games in order to achieve a fiscal stability that no one else dreamed possible. Payne plays a huge role, and in many minds, the relationship between Samaranch and Payne is that of Moses and Joshua."

A look at Michael Payne’s twenty year marketing legacy at the IOC, as he steps down following the Athens Olympic Games to join the Management team of F1, as special advisor to Bernie Ecclestone. 

‘Sports Sponsoring has not yet reached it’s full potential.’ Interview.
 

General Sports Marketing Trends. Interview.
 

‘London land Olympic Marketing Coup.’ Review of Michael Payne’s support for London 2012, and comments on importance of strategic vision for IOC and Olympic Movement. 
'There must be clear and decisive strategic leadership. There is a danger of retreating into the comfort zone. The IOC is not a savings bank, nor a simple administrative body.'  

 

‘Olympic Bid Team (London 2012) agonised over every word.’ The marketing story behind the London 2012 Campaign. 

General Sports Marketing Trends. Interview. 

Overview Olympic Marketing. Interview.
 

Potential of Rio 2016 to win Olympic Bid. Interview.
 

Key rules behind success of Olympic Marketing. Interview. 
 

A look at Chicago 2016 bid effort 
 

Overview on the Rio 2016 winning Olympic Bid campaign

Big Sport Events Find New Frontiers

F1 hires marketing whiz Michael Payne away from International Olympic Committee

Marketing experts fondly recall Seoul 1988 as the Games when the Olympic movement put behind it political boycotts and started to develop its true commercial potential.

London 2012

A major piece reviewing all aspects of the commercial and branding strategy of the London Olympic Games - recognized as the Greatest Games ever, but still some serious misses relative to marketing strategy.

Coe saved Olympic bid from disappearing without a trace.

Brainchild of IOC sponsorships calls for common sense; the Games are a catalyst for healthy living; Ad campaigns could have been stronger.

London has gone too far, says man who brought sponsors to the Games.

Former marketing chief Michael Payne said organisers are 'scoring an own goal' over exclusivity rights. Run up to the Games has seen rigorous enforcement of branding rules with flower shops and cafes ordered to take down displays.

Even the parents of Kate Middleton, the Duchess of Cambridge, and their party supply company came under scrutiny. According to news reports, organizers asked for amendments to a Web site that featured an Olympic torch and a woman throwing a javelin under the headline "Let the Games Begin". Much to everyone's relief, the Union Jack Essential Party Kit passed muster.
"I can imagine the Queen intervening to post bail," said Michael Payne, a former marketing director for the International Olympic Committee.

Drop the Pimms, Brand control police on guard in London.

A major piece reviewing all aspects of the commercial and branding strategy of the London Olympic Games - recognized as the Greatest Games ever, but still some serious misses relative to marketing strategy.