Finnish Lumme joins from Disney-owned sports TV channel ESPN, where he has been the vice-president for Europe, Middle East and Africa since 2001. Before that he spent three years as the European sports marketing director at Nike.
He replaces Michael Payne, who will leave his position as marketing director next month to head marketing and sponsorship at Formula One Management. It is understood the IOC has been seeking his replacement for the past four months.
In his new position, Lumme will control the IOC's advertising account, which is held by Saatchi & Saatchi New York and is reported to be worth £62m.
He will manage sponsorship of the event and relations with major sponsors, which this year include McDonald's, Coca-Cola, Kodak, Visa, Panasonic and Samsung.
Lumme started his career at sports marketing agency IMG, where he held a number of marketing and management positions. At Nike, he was responsible for negotiating and overseeing sponsorship arrangements with more than 1,000 athletes, teams, events and federations.
According to Lumme: "The Olympic Games have been a big part of my professional career and I am delighted to be joining the IOC and having the opportunity to work within the heart of the Olympic family."
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