ESA Webinar: An audience with Ricardo Fort


Having spent 27 years working in leading marketing roles for some of the biggest brands in the world, Ricardo Fort is leaving his role leading the Sports & Entertainment team at Coca-Cola to launch his own consultancy “Sport By Fort Consulting”.

We talk to Ricardo about his reflections on the past, present and future of sport and entertainment marketing and get under the bonnet of what, in his opinion, makes world class sponsorship.

Ricardo Fort

Founder, Sport by Fort

Former Head of Global Partnerships, Coca-Cola | (@SportByFort)

After 25 years working for some of the best companies in the world and almost a decade successfully leading the Global Sponsorship teams of Visa and The Coca-Cola Company, Ricardo launched Sport by Fort Consulting to help sponsors, leagues, investors and athletes successfully invest in sports.

An excellent track record dealing with major global and local sporting organizations and the savvy of having negotiated over a billion dollars in sponsorship contracts, position Ricardo as an expert with unique skills to help investors evaluate, decide and negotiate partnerships.

At Coca-Cola (Atlanta, GA – USA), Ricardo led the Company’s global portfolio of sports and entertainment sponsorships, partnerships and events, including the International Olympic Committee, FIFA, UEFA, the Special Olympics, athletes, McLaren F1 team, record labels, movie studios, the gaming industry and other worldwide sports and entertainment properties.

Prior to this role, Ricardo was the SVP of Global Brand, Product & Sponsorship Marketing at Visa (San Francisco, CA – USA), where he was responsible for all global consumer marketing initiatives including branding, advertising, digital, design and sponsorships.

Ricardo led the Visa team, one of the most active sponsors in the world, in the end-to-end initiatives related to the International Olympics Committee, FIFA, the International Paralympic Committee, UEFA, the NFL, dozens of Football, Baseball and Basketball teams in the USA and hundreds of Olympic athletes.

Before Visa, Ricardo was the Global Marketing Director for the dairy category at the Group Danone (Paris – France), and held several other Marketing roles at Coca-Cola in Brazil, USA and India, and multiple roles at Kellogg’s and Unilever.


Andy Westlake

Chairman, European Sponsorship Association


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