Michael Payne (executive)

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Michael Robert Payne (born 25 March 1958) is an English marketing executive and author, for many years head of the marketing division of the International Olympic Committee (IOC) and from 2012 with Formula One Group.[1] He is the author of the 2005 book Olympic Turnaround and contributes widely to the media on sports business issues.[2]


Payne was educated at Highgate School. A British free-style skiing champion in the 1970s, he began marketing his fellow athletes, helping them find sponsors to permit them to compete.[3] Payne was drafted into the IOC in the 1989, having previously worked at ISL Marketing , a Swiss based marketing company that in 1982 had been appointed by the IOC to develop a global marketing program.[3][4] During his 17 years with the IOC,[3] working initially in collaboration with ISL Marketing and subsequently with Meridian Management,( a marketing company owned partly by the IOC), he contributed to the development a multi-billion dollar marketing program for the organization, worldwide.[5] According to media outlets, Payne is "credited with turning the Games into a financial success" through the television and marketing deals he negotiated for the Olympics during his tenure.[6][7]

After the 2004 Summer Olympics, he took a position with Bernie Ecclestone, who holds the commercial rights for the Formula One brand.[8] He remained an advisor for the IOC.[3]

In 2005 Payne released his first book, Olympic Turnaround.[3]

In June 2012 Payne was again hired by Formula One Group, who were said to be planning for the eventual departure of his friend Bernie Ecclestone and requiring advice on a possible IPO.[1]


  1. ^ a b "F1 hires marketing whiz Michael Payne". Autoweek 18 June 2012. Retrieved 13 July 2015. 
  2. ^ "PAYNE, Michael Robert; Who's Who 2014". A&C Black (Subscription or library membership required). Retrieved 13 July 2015. 
  3. ^ a b c d e "IOC Marketing Supremo: Smile, Beijing". china.org.cn. 6 August 2008. Retrieved 23 February 2011. 
  4. ^ "How the IOC took on Nike in Atlanta". Sports Business Journal Daily. Sports Business Journal. 11 July 2005. Retrieved 23 February 2011. 
  5. ^ Campbell, Struan (22 October 2008). "Payne - London 2012 to tap fountain of youth". Sportbusiness.com. Retrieved 23 February 2011. 
  6. ^ "London Bid 'Has Improved'". sportinglife.com. Retrieved 23 February 2011. 
  7. ^ "Boost for London's Olympic Bid". RTÉ Sport. 14 February 2005. Retrieved 23 February 2011. 
  8. ^ Bose, Mihir (8 June 2005). "Olympic Reservations of an Englishman Abroad". The Telegraph. Retrieved 23 February 2011.