Sports Properties - Governments

Michael Payne has been advising sports properties and governments on major event strategies for more than three decades: from bidding, through to the creation of marketing and revenue generating opportunities  and on to the successful delivery of the event.

Recent or current projects

OLYMPICS, LA 2028. Advisor to LA Bid Committee and subsequent development of marketing programme.

See videos of LA winning campaign

F1 – Special Advisor to F1 Chairman CEO, Bernie Ecclestone / Senior Marketing Advisor.

Pioneered new race hosting in Sochi Russia and Singapore. 

Supported CVC in preparing F1 IPO and then subsequent Market Sale. 
See videos of F1 Broadcast Promotional spots --> F1 Spirit | F1 Energy 1 | F1 Energy 2

OLYMPICS, SUMMER 2016 BID – Senior Strategic Adviser to City of Rio / Brazilian Olympic Committee / Brazilian Government on successful bid campaign for Summer Olympic Games, and subsequent development and launch of Olympic Marketing Plan. Member of judging panel for Official emblem.
See videos of Rio 2016 winning campaign --> Celebration | Passion Unites Us.

OLYMPICS, LONDON 2012 – Adviser to London Bid Committee and subsequent development of Games' marketing plan. 
See videos of London 2012 winning campaign.
Magic of London | Inspiration Part 1 | Inspiration Part 2 | Make Britain Proud

FIVB Volleyball. – Senior strategic advisor. 

Support in development of overall Hosting/ Broadcasting/ Sponsorship strategies. 

Launch of Beach Volleyball Major Series with Red Bull; launch of Volleyball Nations League
Promo films

RYDER CUP –  Adviser to European Tour one future marketing and selection protocol of 2018 Ryder

Cup. Click here to see photos.

Other past projects have included:

IOC –  Marketing / Broadcast Director 1984 – 2004.

Pioneer of new industry concepts including:

  • Creation of global marketing programme, TOP , still operating  30 years after its inception, and recognized as the most successful sports marketing programme ever.

  • Creation of the multi games broadcast rights bidding strategy.

  • Introduction of business  franchise concept to IOC – OCOG Games delivery.

  • Creation of world’s first sports rights video archive OTAB.

  • Introduction of  brand management philosophy to sports movement., including creation of award winning Celebrate Humanity campaign.

Ad Age Review of Celebrate Humanity Campaign 
Click here to see videos of first series of IOC Brand Campaign, Celebrate Humanity.

OLMYPIC BIDDING – Advisor to Olympic Bids 2020 Istanbul, Turkey ; 2018 Munich, Germany; 2014 Salzburg, Austria.

Astana President Professional Sports Club, Kazakhstan. – Senior strategic advisor to new multi sports club, including Astana Cycling (winner Tour de France 2014) Astana Arlens (World Boxing Champions 2012) Astana – Paris Dakar Rally; Astana Barry’s Ice Hockey and various Olympic Champions. Promo films | Photos

TOURISM – Canada / UK. Adviser to both Canadian and UK Tourist Boards on their development of their marketing strategies in connection with hosting of the Olympic Games. 
Read text: The Global Stage

MONTREUZ JAZZ FESTIVAL – Switzerland. World's leading annual jazz music festival, b. Board member.

HONG KONG JOCKEY CLUB – Adviser to the development of their Olympic Hosting Strategy for equestrian events.

MISSION HILLS GOLF – China. World’s largest golf complex and host of annual World Cup of Golf. Adviser, of international development and branding.

CRICKET INDIA – BCCI. Initial development of branding strategy for Indian Cricket Board.

MEXICO BICENTENNIAL – Mexico. Strategic Adviser to government and Production agency Instantia on the development of international broadcast and sponsorship strategy for Bicentennial celebrations, 2010.

P1 – Power Boat racing – Leading off shore power boat racing circuit. Development of Strategic Master Plan.