Season 2 of iWorkinSport LIVE kicks off with a sports marketing legend: Michael Payne, the 1st IOC Marketing Director

The iWorkinSport LIVE Interview series is back… and with a very special guest.

Join us this Thursday, 24 September at 5pm (CET), for the live interview with Michael Payne, one of the men who helped save the Olympic Games from bankruptcy in the 1980s, and one of the most influential sports marketeers of all time.

Michael Payne has been at the forefront of the sports marketing industry for over thirty years – having led the global marketing effort for the Olympic Movement for more than two decades, from 1983 to 2004 as the IOC’s first ever Marketing and Broadcast Rights Director. Michael Payne now runs his own global strategic advisory group – Payne Sports Media Strategies SA, serving a diverse group of clients and Boards.

Nominated as one of the world’s most influential marketers by Advertising Age, Michael oversaw the development of the first ever global marketing strategy for the Olympic Games, which has turned into one of the most successful marketing initiatives ever seen. During his tenure at the IOC, Michael lead the marketing team for over 20 years, that would generate in excess of $15 billion in broadcast and marketing revenues. In recent years he has brokered some of the industry's biggest deals, from F1 to Alibaba's TOP deal with the IOC, and more recently the innovative joint Coca-Cola-Mengniu long-term Olympic deal.

He is the author of the book Olympic Turnaround ([ Ссылка ]), which details the business story of how the Olympic Games stepped back from the brink of bankruptcy to become the world’s best-known brand – and a multi-billion-dollar global franchise.

Do you want to learn more about the rich history and the development of sports marketing, from its infancy up until today?

Wanna get some career advice from one of the most sought-after advisors in the business?

DON’T MISS our LIVE interview!

Tune in and send your questions!

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Buy the book Olympic Turnaround (Affiliate links)

Amazon UK: [ Ссылка ]
Amazon DE: [ Ссылка ]
Amazon ES: [ Ссылка ]
Amazon FR: [ Ссылка ]
Amazon IT: [ Ссылка ]

Or read it online at [ Ссылка ]

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Timestamps

00:00 Intro
00:38 Welcome
02:25 Introducing Michael Payne
05:35 Michael Payne's career path
09:25 Michael’s breakthrough in sports marketing
12:28 From ISL to the IOC
15:36 Michael's time at the IOC
25:20 The evolution of the Olympic perception
31:10 The impact of Covid-19 on sports marketing
36:45 Cryptocurrencies in sports sponsorship
38:40 The evolution of Formula 1
42:20 Media rights in sports
48:05 Entering the sports industry: education and opportunities
54:50 Michael’s upcoming book
57:45 Less developed countries as Olympic hosts
01:00:30 The Olympics and advertising
01:03:50 The long-term effect of Covid-19 on sports
01:06:15 Tokyo 2021
01:08:45 Book giveaway
01:09:55 Closing remarks

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