Mike Lee, founder and chairman of strategic communications company VERO, is a man who has helped mastermind a number of bidding campaigns across the sporting landscape including London 2012 and most recently the FIFA presidential campaign of Gianni Infantino. He reflects on how telling the narrative of bid for a sports event or presidential position has changed over the last decade, the negative reputation bidding has in the wider public and his career working with several major governing bodies including the English Premier League and UEFA.