E19: Budweiser's World Cup Sponsorship Woes – Ricardo Fort

To complement the onset of the 2022 Qatar FIFA World Cup, the Africa Business of Sport will have a special coverage of the sports business aspects related to the global showcase. In the following weeks, the podcast brings you conversations with leading professionals in the sport business who have unique perspectives of the World Cup as a business.

In this episode, former Global Head of Sponsorship for VISA and Coca-Cola Company and Founder of Sport by Fort Consultancy, Ricardo Fort, joins Edem and Jabu to discuss his experience leading the global sponsorship portfolio of Coca-Cola and VISA at past FIFA World Cup editions, Budweiser's World Cup sponsorship troubles following the Qatari government's alcohol u-turn, the likely prospect of increased sponsorship income for FIFA in the 2026 World Cup and the growing importance of innovative content creation for effectively marketing the World Cup. 

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