EXCLUSIVE: The man behind the IOC‘s marketing success reveals the real reason McDonalds and the IOC parted ways | The value of the Games for broadcasters & host cities | Athlete Insight: Shooter, Elena Galiabovitch

This week, Shane McInnes takes a closer look at the sponsorship and marketing side of the Olympic Games. In an exclusive interview with the IOC’s first ever Marketing and Broadcast Rights Director, Michael Payne, Shane finds out whether the value of the Games for broadcasters can continue to increase, and why being an Olympic sponsor is so sought after. Also, is there still value in hosting the Games despite the massive investment?

For years, McDonald’s was one of the IOC’s major partners, but that relationship ended back in 2017. At the time, McDonald’s said it was to focus on other priorities, but Payne reveals, there’s more to the story, and why the IOC was happy to part way with the fast food giant.

Athlete Insight: Elena Galiabovitch has qualified for Tokyo 2021. She details her training life in lockdown, and why shooting went from a hobby and to career.

The Five: Our new segment, this week the five most powerful brands associated with the Olympic Games.

Follow us on Twitter: @ReadySetTokyo

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