International Olympic Committee - Olympic Marketing

Olympic Marketing

In the early 1980s, the Olympics were on the verge of bankruptcy when the IOC drafted a team to help market the event and the organization. In 1998, one of the members of that team, Michael Payne, became the first marketing director of the IOC. During his 20 years with the IOC, Payne created a multi-billion dollar marketing program for the organization which turned the Games around financially.

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