Olympics News

Former IOC marketing director claims Brazil has failed in branding stakes

Inside the Games -

By Daniel Etchells at the IMD Business School in Lausanne

Former marketing director of the International Olympic Committee (IOC), Michael Payne, claims Brazil has failed to fully exploit the opportunity of hosting the 2014 FIFA World Cup and the Rio 2016 Olympic and Paralympic Games within a two-year window and create an effective brand image for the country. 


Subscribe to Athletics Africa Web Archives aggregator - Olympics News