HomeSponsorship & MarketingMulti-SportUSA

Coca-Cola’s Ricardo Fort: Tokyo Olympics next year set to be “great sign of the recovery of the world”

Ricardo Fort, Coca-Cola vice president of global sports partnerships. (Ricardo Fort)

Ricardo Fort, who as Coca-Cola vice-president of global sports partnerships oversees one of the largest sports sponsorship portfolios in the entire world, discusses the impact of the Covid-19 pandemic and the prospects of recovery.

Most recent

The women's ice hockey league has replaced its commissioner and is seeking independent ownership of all its teams to stabilize in the short term and sustainably grow in long run. Bob Williams reports

Logistics brand DP World entered into a long-term deal with IPL franchise Royal Challengers Bangalore in 2020 and become title sponsor of Renault's F1 team, building on its existing sponsorship of the European Tour. Daniel Van Otterdijk, chief communications officer for the company, explains how each deal supports its objectives.

The influence of traditional sports executives is growing at esports rights-holders, leading to deeper partnerships with legacy media companies. Callum McCarthy reports.

SportBusiness speaks to Cricket Australia’s national commercial development manager Phil Rigby about how, in spite of the challenges of the Covid-19 pandemic, the organisation is confident about its sponsorship prospects. Tom King reports.