Payne Sports Media Strategies
On leaving the IOC, following the 2004 Athens Olympic Games, Michael founded his own strategic consultancy working with many of the world’s leading sports groups and companies. For more than a decade, Michael has acted as special advisor to F1’s Chairman / CEO Bernie Ecclestone, pioneering the effort to bring F1 to new markets from Singapore to Russia for the first time ever, and supporting major F1 broadcast negotiations from UK to US.
Michael also acts as special advisor to WPP CEO and founder Sir Martin Sorrell, and serves on, or as advisor to a number of boards around the world, including CVC, primary owners of F1 – on their various sports acquisitions; Samruk Kazyna, the sovereign wealth fund of Kazakhstan and their Astana Professional Presidential Sports Club. Michael continues to maintain a close association with the Olympic and International sports movement, acting as senior strategic advisor to the successful London 2012 and Rio 2016 Olympic Bids and now the LA 2024 bid. He advises on major Olympic, F1 and other sports media rights and sponsorship negotiations for clients across Asia, the Americas and Europe, negotiating many of the world’s largest broadcast and sponsorship deals. Most recently he pioneered, with his Chinese partners Shankai the ground breaking Alibaba – IOC long term partnership deal.
Recognised as a pioneer in the industry, from the original creation of the IOC’s TOP sponsorship programme, through to the introduction of brand management discipline in sports marketing and the IOC’s award winning Celebrate Humanity programme, to the creation of the world’s first digital sports film archive bureau, OTAB, to ground breaking technology introducing LED to the field of sports competition.
His business book, Olympic Turnaround (Published London Business Press – June 2005) details the business story of how the Olympic Games stepped back from the brink of bankruptcy to become the world’s best known brand – and a multi billion dollar global franchise, has earned critical acclaim in the industry and been translated into more than 14 languages.
Michael is a regular commentator on sports marketing industry affairs for CNN, BBC, Financial Times and other media groups around the world including regular marketing columns with Fortune China and Japan’s Yomuiri Shimbun