Coach Spotlight – Ricardo Fort

June 13, 2018 8:51 pm Published by

The World is Coming to sponsorshipX


Today’s announcement of the successful United North American bid for the 2026 World Cup has me even more excited for our upcoming conference sponsorshipX.


As we have morphed our annual sponsorship forum to a global property we have attracted globals speakers such as Ricardo Fort VP, Global Sports Partnerships at Coca-Cola. Fort leads the team at Coca-Cola who is executing some of the most dramatic activations around the 2018 World Cup in Russia. Including the 2018 FIFA World Cup Trophy Tour by Coca-Cola and the Coca-Cola Anthem for the FIFA World Cup.


Officially kicking off the tour in January of 2017, Coca-Cola paired up with FIFA for the 4th year to present The FIFA World Cup Trophy™ Tour.  91 cities in 51 countries across 6 continents, this unique tour allows fans around the world the rare opportunity to get one step closer to the game through seeing the Original Trophy all while building the excitement for the games to come. For football fans around the world getting their photo captured with the Original Trophy is a once in a lifetime opportunity as it is otherwise is only displayed at the FIFA World Football Museum in Zurich. Coca-Cola goes one step further to allow fans to get #ReadyFor the 2018 FIFA World Cup with their virtual reality experience where they can take the tour and see all the highlights.


In March Coca-Cola released the much anticipated FIFA World Cup Anthem, Colours,  featuring Jason Derulo. This year’s version celebrates diversity and encourages fans to be proud of what they represent regardless of where they are from. Coca-Cola partnered with emerging and well-known artists from around the world to create localized versions of the song to drive home and encourage the international theme of inclusion and celebration leading up to the FIFA World Cup™.


But sponsorshipX delegates will be sure to be getting more than just a corporate presentation by the man whose Twitter handle is @SportByFort. Check out some of his online posts from the past six months to see his perspective on sponsorships and partnerships around the world.



Coca-Cola has been a FIFA World Cup partner since 1978. This August at sponsorshipX, Ricardo will be sharing with you the most immediate feedback on their success with the 2018 edition in Russia. I for one can’t wait to ask him his feelings about the massive potential for the 2026 North American event!

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This post was written by Mark Harrison