Olympic Turnaround : How the Olympic Games Stepped Back from the Brink of Extinction to Become the World's Best Known Brand

Foreword ix Sir Martin Sorrell Preface xiii Acknowledgements xv Olympic Winter and Summer Games xviii Rings Side Seat 1(22) Scorpion Wars 23(26) Shock and Awe 49(26) The Shoemaker's Vision 75(34) Beyond a Brand 109(28) Beating the Ambushers 137(28) Operation Perfect Hosts 165(32) Making IT Happen 197(28) To the Brink and Back 225(30) Coming Home 255(20) The Future of the Rings 275(12) Appendix The Rings and the Small Screen 287(8) Sources 295(22) Index 317