No one is better positioned to tell this story than Michael Payne. Olympic Turnaround recounts their story and also provides an inside view of the creation of the sports marketing industry. That it survived at all is due to the vision and hard work of a few individuals. Just 25 years ago, one of the world’s greatest institutions was on the brink of extinction.
We are not surprised that so many of the greatest cities in the world now want to host the Olympic Games, or that children grow up just dreaming of competing – let alone winning – at the Games. Today, we tend to take the Olympics for granted. Yet, the power of the Olympics goes beyond sport: they are a celebration of humanity. No other event combines the very best of our sporting and cultural ideals. The plate section appears between pages 108 and 109įOREWORD There is no higher prize in the sporting world than to be an Olympic champion. Rings Side Seat Scorpion Wars Shock and Awe The Shoemaker’s Vision Beyond a Brand Beating the Ambushers Operation Perfect Hosts Making IT Happen To the Brink and Back Coming Home The Future of the Rings 10įor Marta and our three children – Christopher, Sofia and Andres.įoreword by Sir Martin Sorrell Preface Acknowledgements Olympic Winter and Summer GamesĬhapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 The paper used in this book complies with the Permanent Paper Standard issued by the National Information Standards Organization (Z39.48–1984). Printed in the United States of America TM Library of Congress Catalog Card Number: 2005032679 ISBN: 0–275–99030–3 First published in 2006 Praeger Publishers, 88 Post Road West, Westport, CT 06881 An imprint of Greenwood Publishing Group, Inc. No portion of this book may be reproduced, by any process or technique, without the express written consent of the publisher.
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Copyright © 2006 by London Business Press Limited This edition is published under license from London Business Press All rights reserved.
Includes bibliographical references and index. Library of Congress Cataloging-in-Publication Data Payne, Michael, 1958– Olympic turnaround : how the Olympic Games stepped back from the brink of extinction to become the world’s best known brand / Michael Payne foreword by Sir Martin Sorrell.
OLYMPIC TURNAROUND How the Olympic Games Stepped Back from the Brink of Extinction to Become the World’s Best Known Brand OLYMPIC TURNAROUND: How the Olympic Games Stepped Back from the Brink of Extinction to Become the World’s Best Known Brand MICHAEL PAYNE
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