Higher, faster, stronger… The Olympic motto conjures images of
heroes whose achievements transcended their athletic prowess, but also
of tragedy and disgrace. By 1980, the modern Olympic movement was
gasping for breath, bankrupt financially, politically, and culturally.
But under the leadership of Juan Antonio Samaranch, and, subsequently,
Jacques Rogge, the Olympics began a journey back from the brink.
Michael Payne, who served as the International Olympic Committee's top
marketer for over twenty years, offers unprecedented access to the
people and negotiations behind one of the most dramatic turnarounds in
business or sports history. Through a multi-pronged strategy, the IOC
managed to secure lucrative broadcasting commitments, entice
well-heeled corporate sponsors, and parlay the symbolism of the
Olympics into a brand for which cities around the world are willing to
invest billions of dollars. Packed with previously untold stories from
the high-octane world where business, sports, politics, and media
meet, Olympic Turnaround is a remarkable tale of organizational
renewal and a fascinating glimpse behind the curtain of the world's
most iconic brand. The 2008 Games in Beijing, for example, are
expected to involve over 10,000 athletes from 200 countries, draw
20,000 media representatives, and generate over $4 billion in
sponsorships and broadcasting rights. Packed with previously untold
stories from the high-octane world where business, sports, politics,
and media meet, Olympic Turnaround is a remarkable tale of
organizational renewal and a fascinating glimpse behind the curtain of
the world's most iconic brand.
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Produktdetaljer
ISBN
9780313080494
Publisert
2023
Utgave
1. utgave
Utgiver
Vendor
Praeger
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter