Industry Giant Mike Lee Dies Suddenly

Mike Lee OBE, founder and chairman of VERO Communications, former UEFA communications chief and key architect of the London 2012 bid, has passed away suddenly at the age of 61, it has been announced.

Lee, who boasted an unparalleled record in winning international sport bid campaigns, died at his Kent home late on Friday night, following a heart attack.

Lee was an unmistakeable figure within the UK and global sport industries – the son of a north-east coal miner whose brilliant mind saw him win a place at Oxford University, a stepping stone to a storied career that began in the Labour Party press office.

The Sunderland-born media strategist was involved in plotting the rise of Tony Blair and New Labour during the 1990s, before taking up his first position in sports politics at the fledgling Premier League, later moving to UEFA.

The lure of a position as director of communications at the London 2012 bid was enough to bring Lee back to the UK, where he quickly re-established a reputation as a peerless media strategist and operator, to be crossed at any journalist’s peril.

His contribution to the London 2012 victory saw him awarded an OBE in the subsequent new year’s honours list.

In 2006, Lee established VERO Communications – now among the leading international strategic sport communications consultancies, with a client roster that includes World Rugby, FIFA, the International Surfing and Golf Federations and the UEFA Turkey 2024 bid.

Over more than 10 years, the agency has worked across a wide range of mainly rightsholder accounts, as well as high-profile international presidential and major event bids, including those of Rio 2016, Pyeongchang 2018, Qatar 2022, Paris 2024 and World Rugby’s bid to secure a place for Sevens on the Olympic Programme.

Lee and his team have also supported winning presidential election campaigns, including those of Brian Cookson (UCI), Gianni Infantino (FIFA), Andrew Parsons (IPC) and Seb Coe (IAAF).

Coe was among hundreds to pay tribute to Lee’s legacy on Monday, posting on Twitter: “Mike was a passionate & exceptional communicator – one of the best of his generation. He fought for causes, left no stone unturned in projects he believed in and was a committed father and husband. My thoughts are with his family who I know he treasured above all else.”

British IOC member Sir Craig Reedie added: “We became close friends through his outstanding work for the London Bid Committee. This led to many happy occasions in discussion on a whole range of sporting projects with which he was involved. His professional knowledge and outstanding understanding of the world of sport made him one of the leading communication experts of his generation.”

Mayor of Paris Anne Hidalgo, with whom Lee worked recently on the winning Paris 2024 bid, said: “I am deeply saddened. [Mike’s] advice was precious and he was extremely kind. My deepest sympathies go out to his family.”

Lee’s long-time bidding ‘rival’ Jon Tibbs, of agency JTA, commented: “All at JTA, especially Sevi [Severine Townsend] & I, are shocked & deeply saddened by the passing of our friend Mike Lee OBE. We enjoyed great rivalry with Mike & yet had huge respect for his extraordinary talent in campaigns & strategic communications.”

Lee considered the Paris 2024 victory his crowning glory – the perfect bookend to the fiercely contested 2012 campaign, in which he helped to mastermind the French capital’s defeat. 

Last September, he publicly declared Paris to be his final Olympic bid as he began to step back further from day-to-day client work with VERO. Amid short periods of ill health over the past three years, Lee continued to pursue his passions, driven by the relentless intellectual curiosity that led him to surprise many by beginning a post-graduate degree in cosmology last year.

A statement from VERO Communications requested privacy for the family, while emphasising the strong transition process already in place at the agency, saying: “Over the last 12 months, Mike took the conscious decision to step back from the day to day running of VERO to pursue other interests in his life including studying for a Master’s degree and spending more time pursuing his love of cycling.

“Thanks to the legacy of Mike, and the strength of the senior team that has been at the core of the business over the past decade, VERO is well positioned for the future, with clients across the world of sport.”

John Zerafa, VERO director, commented: “My fellow directors Clair Ashley, Sujit Jasani and I have been incredibly fortunate to have known and worked with Mike over many years.  He was a force in communications – always inspiring, challenging and innovative and leaves an indelible legacy in the world of sport.  He will be deeply missed by all those who have worked with him, and been advised by him.”

Lee leaves behind a son, Alex, stepson Euan, and wife, Dame Heather Rabbatts, the former Millwall CEO and member of the FA Board.