Olympic Politics and Intrigue Exposed in Insider's New Book
Political pressure on Olympic officials, such as the case involving a Ukrainian skeleton racer's memorial helmet at the Milan Cortina Games, is a longstanding issue, according to Michael Payne, a long-time insider at the International Olympic Committee (IOC). His new book, "Fast Tracks and Dark Deals," recounts more than four decades of Olympic intrigue, financial vision, and sports marketing history, offering a unique perspective on the global event's challenges and successes.
Historical Context and Political Challenges
Payne, who began his career as a British freestyle skier before moving to Switzerland in 1983 to work on Olympic marketing, highlights how the IOC has navigated political tensions throughout history. He points to examples like Cold War boycotts of the Moscow and Los Angeles Summer Games, efforts to keep North Korea engaged with South Korea's hosting plans for the 1988 Seoul Olympics, and the aftermath of the 9/11 attacks on the 2002 Salt Lake City Winter Games. More recently, the fallout from Russia's invasion of Ukraine has added to the political complexities.
"There has always been political clouds and issues impacting the Olympic Games," Payne told The Associated Press, describing the Olympics as providing "political oxygen" unmatched in global sports. He emphasized the IOC's role in balancing these pressures while bringing the world together every two to four years on a media platform he calls "second to none."
Recent Controversies and Future Implications
The Olympic spotlight this year focused on Ukraine and skeleton racer Vladyslav Heraskevych, who was disqualified from his event despite a plea from IOC President Kirsty Coventry. Payne commented on the case, noting that the IOC had no choice but to enforce rules to maintain integrity, especially with an eye on future events like the 2028 Los Angeles Olympics. He suggested that such incidents could delay the IOC's timeline for lifting the suspension of the Russian Olympic Committee, stating, "The answer to that has to be yes."
Insights from Olympic Leaders
Payne learned much from former IOC president Juan Antonio Samaranch, whom he praises for his "Machiavellian genius" in managing political challenges, such as keeping North Korea at the negotiating table to protect the 1988 Seoul Olympics. The book also offers close-up looks at other influential figures Payne worked with, including Horst Dassler from the Adidas family and Formula One boss Bernie Ecclestone. Through these relationships, Payne recounts blockbuster negotiations for TV rights in the United States, a bizarre meeting in Rupert Murdoch's Manhattan office, and clashes with sponsors like McDonald's during the 1996 Atlanta Games.
The Olympic Partner Program and Financial Evolution
A key focus of the book is The Olympic Partner (TOP) program, launched after the profitable 1984 Los Angeles Games. Payne credits Samaranch and Dassler as visionaries who steered the Olympics back to financial health. The program's revenue has grown dramatically, from $96 million in its first cycle (1985–88) to about $3 billion for the 2024 Paris Olympics. This funding supports host cities, national Olympic bodies, sports governing bodies, and athlete scholarships, particularly for those from less wealthy nations.
Payne notes that the TOP program faced initial resistance, with Americans viewing it as diverting funds to communist nations and communists fearing increased budgets. However, it flourished in a globalized world, reaching a peak with a deal signed by Alibaba founder Jack Ma and then-IOC president Thomas Bach in Davos in 2017.
Current Reviews and Future Directions
Recently, IOC President Kirsty Coventry ordered a review of the marketing strategy as sponsors push for relaxed "clean venue" rules, which prohibit commercial signage during events. Payne supports this move, stating, "Like any company or organization, it needs sometimes to take stock and recalibrate." He reflects on how close the Olympics came to financial collapse before the 1992 Barcelona Games, emphasizing the ongoing need for adaptation in a changing world.
Overall, "Fast Tracks and Dark Deals" serves as a gadfly memoir, a textbook on sports marketing, and an unofficial history of recent Olympics, revealing the intricate dance between politics, finance, and public affection that defines the Games.
