By Michael Payne
Better, speedier, improved… The Olympic motto conjures pictures of heroes whose achievements transcended their athletic prowess, but in addition of tragedy and shame. via 1980, the trendy Olympic move used to be gasping for breath, bankrupt financially, politically, and culturally. yet less than the management of Juan Antonio Samaranch, and, consequently, Jacques Rogge, the Olympics all started a trip again from the edge. Michael Payne, who served because the overseas Olympic Committee's best marketer for over 20 years, deals unheard of entry to the folk and negotiations at the back of the most dramatic turnarounds in enterprise or activities background. via a multi-pronged procedure, the IOC controlled to safe profitable broadcasting commitments, attract well-heeled company sponsors, and parlay the symbolism of the Olympics right into a model for which towns world wide are keen to take a position billions of bucks. filled with formerly untold tales from the high-octane international the place enterprise, activities, politics, and media meet, Olympic Turnaround is a amazing story of organizational renewal and a desirable glimpse backstage of the world's such a lot iconic brand.The 2008 video games in Beijing, for instance, are anticipated to contain over 10,000 athletes from 2 hundred international locations, draw 20,000 media representatives, and generate over $4 billion in sponsorships and broadcasting rights. filled with formerly untold tales from the high-octane global the place company, activities, politics, and media meet, Olympic Turnaround is a awesome story of organizational renewal and a desirable glimpse behind the scenes of the world's such a lot iconic model.