We are delighted to welcome Michael Payne back to the iWorkinSport LIVE Interview series for the third time. Join us on Thursday, 18 December, at 5pm CET for a special live episode dedicated to his latest book, Fast Tracks & Dark Deals: How Sport Became Business and Business Became Sport.
Widely regarded as one of the architects of modern sports marketing, Michael spent nearly two decades as the Director of Marketing at the International Olympic Committee (IOC), where he helped create and develop the TOP global sponsorship programme, transforming the commercial model of the Olympic Games. After leaving the IOC, he continued to shape the industry through his work with Formula 1 and as founder of Payne Sports Media Strategies, advising major federations, rights-holders and brands around the world.
In 2025, Michael was appointed independent Chair of Volleyball World, the commercial entity created by the FIVB and CVC to drive the global growth of volleyball and beach volleyball, adding yet another chapter to his influential career in international sport.
His new book, Fast Tracks & Dark Deals, is an insider’s account of how sport evolved from a cottage industry into a multi-billion-dollar global business, blending behind-the-scenes stories from the Olympics, Formula 1 and beyond with sharp analysis of the deals, politics and personalities that reshaped the industry.
In this live interview, we will:
- Explore the key stories and lessons from Fast Tracks & Dark Deals;
- Look back at Michael’s role in the commercial transformation of the Olympic Movement and other major properties;
- Discuss his current perspective on the future of the global sports business, from media and sponsorship to politics and governance;
- Touch on his new responsibilities as Chair of Volleyball World and what lies ahead for the sport.
Whether you work in sport, aspire to enter the industry, or simply enjoy understanding what happens in the rooms where the biggest deals are made, this conversation promises unique insights from someone who has been at the centre of it all for the past 40 years.
- Save the date: Thursday, 18 December, at 5pm CET
Add to Calendar - Watch live on: iWorkinSport’s YouTube channel and LinkedIn page
Mark your calendar and join us for this special episode with Michael Payne, as we dive into the fast tracks, dark deals and defining moments that built the business of sport.