E65: Coke & The Olympics

Thierry Borra spent 25 years working in sport for The Coca Cola Company, and for a large period of that time was responsible for the relationship with the Olympic Games.So what does the postponement of Tokyo 2021 mean for Coke, the IOC’s longest serving partner? How does the Olympics fit in to Coke’s marketing strategy and how do they know whether it works or not?This was an opportunity to go really deep in to the marketing landscape around the Games and to peer in to the often closed world o...