His book Toon In!, a collection of 1,200 Olympic-themed cartoons, was deemed an "outstanding contribution to Olympism".

The Pierre de Coubertin Medal was introduced in 1997 for those who "through their teaching, research and writing of academic works and art in the spirit of Pierre de Coubertin, help to promote the essence of Olympism".

He is the 44th person to be awarded the Medal, with previous winners including former Israeli race walker Shaul Ladany who escaped from the terrorist attack at the Munich 1972 Olympics, American politician Henry Kissinger and Czech runner Emil Zátopek.

The award was presented by IOC vice-president Ng Ser Miang on behalf of President Thomas Bach, who has COVID-19.

"You have dedicated your life to sport - and to the Olympic Movement," Ng said on Bach's behalf.

"It was at the IOC, where you became the first-ever marketing director, when your passion for sports and marketing combined.

"Even after you left the IOC, you remained close to the Olympic Movement.

"But why we are here today, is not because all of this, but because of your irreverent sense of humour, which found its creative outlet with Toon In!, collecting 1,200 cartoons about the Olympics.

"This is an outstanding contribution to Olympism, which was described by Pierre de Coubertin as philosophy of life and a link between sport and culture."

Payne said he was "deeply honoured to receive this prestigious award", and joked that "the first note of thanks is to the IOC legal department, for agreeing not to sue me for libel".

"I had been collecting Olympic themed political cartoons since my time at the IOC," he commented.

"I always thought it would be a fun idea to write an unofficial and entirely unsanctioned history of the Olympics, told through the power of the political cartoon.

"A fun idea that you talked about but never got round to actually doing - that is until COVID came along.

"And with lockdown, I had my COVID lockdown project - and a motivation to do something for charity, and all proceeds from Toon In! are pledged to four sports-related and cartooning charities.

"It has been the greatest privilege of my professional life to serve the Olympic Movement now for close to four decades, and my next thanks of appreciation goes to all my Olympic friends, many with us tonight, who share the same passion for the power of the Olympic rings to unite and help the world to celebrate humanity."

Payne spearheaded the Olympic Movement's marketing strategy from 1983 to 2004, and has continued to serve in an advisory capacity to various organisations.