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Olympic Turnaround
How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand
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The narrative explores the dramatic revival of the Olympic Games, focusing on the leadership of Juan Antonio Samaranch and Jacques Rogge during a time of crisis in the 1980s. Michael Payne, the International Olympic Committee's top marketer, reveals key negotiations and strategies that transformed the Olympics into a lucrative brand. By securing broadcasting deals and attracting corporate sponsors, the IOC revitalized the Games, turning them into a global phenomenon. This account offers insider perspectives on the intersection of business, sports, and politics.
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Olympic Turnaround, Michael Payne
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- 2006
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