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 own consultancy Sport by Fort. Shaun Whatling is CEO of Redmandarin, the renowned sponsorship strategy consultancy which has advised many major global brands in and around the top table of sport, again including World Cups and Olympics.So this is a deep dive in to the incentives, behaviour and psychology that sits just behind the decision making process at big corporate marketing departments, and the lens that is applied to sports rights and activation. As usual, every episode of Unofficial Partner can be found by using the big podcast providers, including Apple, Spotify, Google Podcasts or via your favourite podcast app. We’d love it if you could take the time to rate us on Apple or Spotify, as it helps spread the word. And if you’re interested in more sports business comment and analysis, you can follow me on Twitter @UnffclPrtnr The weekly Unofficial Partner newsletter is read by thousands of people across the sports business every Thursday, to join them subscribe via unofficialpartner.comUnofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.