Olympic Turnaround

How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand

Autori

• Michael Payne

Parametri

• 366 pagine
• 13 ore di lettura

• Sport

Maggiori informazioni sul libro

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.

Lingua: Inglese

Pubblicato: 2006

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