Michael Payne has been at the cutting-edgefore front of the development of the sponsorship industry, - initially designing and implementing sponsorships  across a range of international events in the 1970's: from the first World Athletics Championships and, Test Match Cricket to the first London Marathon.

Joining the IOC in 1983, Michael helped design the IOC's global sponsorship programme TOP, now in its 7th edition, with more than $5 billion generated, and still recognized as the global reference point for international marketing programmes. 

Michael Payne has consulted and developed global marketing programmes for more than 100 international companies, across all industry sectors, and continues to advise companies on their strategic international sponsorship development and rights acquisitions.

Recent and current projects and clients have included:

CVC – UK. Advisor on Sports / entertainment industry, acquisitions.
BRADESCO – Brazil. Leading Bank / Insurance Group who became first partner to RIO 2016 Olympic Games. Strategic Advisor.
WPP – International. World's No. 1 communications marketing group. Adviser to CEO's office on re Olympics and international sports events.
BT Group – UK. Senior Adviser on an to Group re initial analysis of Olympic opportunity; agency selection and strategy for subsequent successful acquisition of London 2012 partnership.
AIGO – China. China's No. 1 Electronics group. Senior strategic adviser to Chairman CEO on, re brand and international development.
HONAV – China. Leading souvenir manufacturer and distributor - Senior Strategic Adviser to Chairman / CEO, with respect to acquisition of London 2012 rights; and subsequently Rio 2016 Rights. (both successfully delivered iwith HONAV being appointed exclusive pin licensee). Pioneering strategies with replica Olympic Torches; Olympic Retail stores for Chinese Olympic Committee, and development of Olympic Sculpture series, with renown Spanish artist Rosa Serra.
ODGERS BERNDTSON – Leading international Executive Search Firm. Adviser to Sports Group.
TOP – IOC's global sponsorship programme. Coca Cola, Kodak, Visa, 3M, Panasonic, Samsung, McDonalds, Swatch, GE, Philips. Over the course of Michael Payne's leadership of the Olympic marketing effort, hundreds of Olympic sponsors' Olympic TV commercials were produced. Here is a cross section of 10 of the best, showing the variety and power of Olympic marketing messages.

Click here to see videos of the Top 10 Greatest Olympic Commercials.

Other past projects have included:

LI NING – Strategic Advisor on development of international development, and sports marketing programmes.
VOLKSWAGEN – Asia. Senior Strategic Adviser to Group, following acquisition of Beijing 2008 Olympic rights. Continued strategic advice on major event acquisition.
GLOBAL BRANDS – UK. Leading property licensing group, with rights to World Cup Soccer and other major events. Strategic Adviser.
TIANG RONG – China Investment Group, designing sports and entertainment properties. Senior Adviser.
BMW – Strategic acquisition of certain Olympic rights, connected to London 2012.
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