The Russian Olympic Committee (ROC) unveiled...

Russia ended the Vancouver Games with its worst Winter Olympic medal tally in history, winning just three golds, five silvers and seven bronzes to finish 11th in the overall table.

To avoid similar disappointment at the Sochi Games the ROC invited three leading sports experts to devise a program to improve the Russian Olympic team"s performance.

"The concept of this project will be less about what the coach has to do with the athlete and more about what the ROC and sports federations need to do in support of the athletes and coaches. So we will look at the management of all things: financial management, human resources," former IOC marketing director Michael Payne said at a conference hosted by RIA Novosti.

Payne said that correct "marketing measures" was at the heart of a plan to boost preparations for the Olympic Games by improving cooperation of the main players involved in their preparation.

"The role of marketing is to serve the sports agenda by building

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