- Executive Summary
- Letter from Juan Antonio Samaranch
- Foreword by Sir Martin Sorrell
- Chapter 1: Ring Side Seat
- Chapter 2: Scorpion Wars
- Chapter 3: Shock and Awe
- Chapter 4: The Shoemaker's Vision
- Chapter 5: Beyond a Brand
- Chapter 6: Beating the Ambushers
- Chapter 7: Operation Perfect Hosts
- Chapter 8: Making IT Happen
- Chapter 9: To the Brink and Back
- Chapter 10: Coming Home
- Chapter 11: The Future of the Rings
- Foreign Language Editions
*To read full review, click on the publication.
An easy, enjoyable, and often exciting read, it will fascinate anyone interested in the business of communication and advertising and of course anyone who has ever been intrigued by the Olympic Games themselves”.
“Payne created the first ever global marketing strategy for the Olympics, which has turned out to be one of the world’s most successful marketing initiatives ever seen”.
"Chock-full of backstage Olympic lore, this is the book to read if you’d like a business angle on the decisions of the International Olympic Committee. The source is not entirely objective - author Michael Payne was the Olympics’ first marketing director and held high-level posts for twenty years - but it’s a compelling read nonetheless, spiced up with a fine selection of black and white photos."
"Now the IOC and their president, Jacques Rogge, are reprimanding cities and even political leaders for being too enthusiastic in their bidding for 2012. "You may be so worried about the petty details that you lose sight of the big picture," Payne said. "I think there is very real risk of suffocating the bidding process and disenchanting the cities. You had a period when you were pleading with heads of state to be supportive and understanding of the Olympic ideal. And now when they are enthusiastic you create a situation when you want to keep them away."
“Authoritative and compelling.”
“This is the inside story from an insider. Michael Payne captures the politics, intrigue and tension of sports business at the very highest level and delivers in a style enriched by personal observations and anecdotes which take the reader right into the boardroom.”
‘This narrative is exceptionally well written, detailed yet clear, well referenced but not cluttered, firsthand but not self-serving. An easy, enjoyable, and often exciting read, it will fascinate anyone interested in the business of communication and advertising and of course anyone who has ever been intrigued by the Olympic Games themselves.’
It is an enormous opportunity. British business: wake up now. London 2012 is coming soon, much sooner than you think. Get involved.
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