BROADCASTS.com

Michael Payne has been at the forefront of the sports marketing industry nearly forty years \u2013 having led the global marketing effort for the Olympic Movement for more than two decades, from 1983 to 2004 as the IOC\u2019s first ever Marketing and Broadcast Rights Director. Michael Payne now runs his own global strategic advisory group \u2013 Payne Sports Media Strategies SA, serving a diverse group of clients and Boards.\nNominated as one of the world\u2019s 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.\nDuring 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.\nOn leaving the IOC, following the 2004 Athens Olympic Games, Michael founded his own strategic consultancy, Payne Sports Media Strategies SA working with many of the world\u2019s leading sports groups and companies. For more than a decade, Michael has acted as special advisor to F1\u2019s former Chairman / CEO Bernie Ecclestone, pioneering the effort to bring F1 to new markets from Singapore to Russia, to supporting major F1 broadcast negotiations from UK to US and eventually helping prepare the group for sale in 2015.\nMichael has also acted for more than a decade as special advisor to WPP, the world\u2019s largest marketing group and serves on, or as advisor to a number of boards around the world.\nStill very active in the business affairs of the Olympic Movement, Tokyo 2020 will be Michael\u2019s 20th Olympic Games Michael served as senior strategic advisor to the successful London 2012, Rio 2016 and LA 2028 bids. He advises on major Olympic, F1 and other sports media rights and sponsorship negotiations for clients across Asia, the Americas and Europe, negotiating many of the world\u2019s largest broadcast and sponsorship deals. Most recently he pioneered, with his Chinese partners Shankai, the ground breaking innovative Alibaba \u2013 IOC long term partnership deal, and the ground breaking Coca-Cola Mengniu Joint TOP deal.\nRecognised as a pioneer in the industry, from the original creation of the IOC\u2019s TOP global sponsorship programme, through to the introduction of brand management discipline in sports marketing and the IOC\u2019s award winning Celebrate Humanity programme, to the creation of the world\u2019s first digital sports film archive bureau, OTAB, to ground breaking technology introducing LED to the field of sports competition.\nHis business book, Olympic Turnaround (Published London Business Press \u2013 June 2005) details the business story of how the Olympic Games stepped back from the brink of bankruptcy to become the world\u2019s best known brand \u2013 and a multi billion dollar global franchise, has earned critical acclaim in the industry and been translated into more than 15 languages.\nPrior to joining the IOC, Michael spent a number of years helping to develop and manage marketing programmes for a broad variety of international events. These included the First World Athletics Championships, Helsinki1983; the English test Match Cricket Series through to the launch of the London Marathon in 1982. Prior to that, in the mid 1970\u2019s Michael competed in the international ski circuit as a member of the British Freestyle Ski Team, at World Cup level \u2013 twice becoming British Professional Freestyle Ski Champion.\nMichael is a regular commentator on sports marketing industry affairs for CNN, BBC, Bloomberg, Financial Times and other media groups around the world including regular marketing columns with Fortune China and Japan\u2019s Yomuiri Shimbun.\n\xa0\n\xa0Key Highlights:\nMichael shares stories about his early days at West Nally and ISL, the Wild West of Sports marketing and his experience working with these two powerful agencies.\nMichael\u2019s humble start as the first Director of Marketing of the IOC (International Olympic Committee).\nThe dismal state