Michael Payne

Michael Robert Payne is a prominent figure in the sports marketing industry with over four decades of experience.13 Born on March 25, 1958, he is an English and Irish marketing executive and author who has played a significant role in shaping the global sports marketing landscape.1

Career Highlights

International Olympic Committee (IOC): Payne joined the IOC in 1989 and spent 17 years with the organization.1 During his tenure, he was instrumental in developing a multi-billion dollar marketing program for the Olympics, turning the Games into a financial success through strategic television and marketing deals.1

Formula One: After the 2004 Summer Olympics, Payne took a position with Bernie Ecclestone, working with the Formula One brand while continuing to advise the IOC.1

Payne Sports Media Strategies: In 2004, Payne founded his global strategic advisory group, Payne Sports Media Strategies.12 As Chairman and CEO, he advises governments, corporations, broadcasters, and sports organizations, including Formula One, Alibaba, WPP, and CVC.1

Achievements and Recognition

• Recognized by Advertising Age as one of the world's 50 most influential marketers12
• Contributed to winning Olympic bids for London 2012, Rio de Janeiro 2016, and Los Angeles 20281
• Author of "Olympic Turnaround" (2005) and "Toon In!" (2021), with the latter winning the Sunday Times Sports Book of the Year Award in 20221
• Regular contributor to leading newspapers and media outlets on sports business issues1

Expertise and Influence

Payne is frequently called upon to comment on the business of sport, politics, and sport.1 He has been interviewed by over 100 media outlets worldwide and is a regular speaker at international conferences.1 His insights and experience make him a valuable voice in the evolving landscape of sports marketing and media strategies.