UP227: Sponsorship strategy masterclass

Today’s conversation is a masterclass in sports sponsorship strategy prompted by recent changes to the way FIFA is packaging its commercial rights. Our guests are two people whose views I go to first whenever a major deal is done, so I’m very pleased to be able to get them around the microphone at the same time. For two decades, Ricardo Fort was in charge of the global sports programmes for Visa and Coca-Cola, overseeing relationships with FIFA and the IOC among many others. He now runs his o...