UP551 Coke's Cole Palmer Problem: When the ambassador misses the party

On 22 April 2026, Coca-Cola unveiled Cole Palmer as its newest football brand ambassador, fronting Premier League and World Cup activations. A month later, Tuchel left him out of the England squad. We use the Palmer story as a way into a wider conversation with Ricardo Fort — former global head of sport at Coca-Cola, now advisor to brands betting billions on the World Cup — about how personal endorsement deals really work in 2026.The anatomy of an endorsement deal. Ricardo breaks down the numbers: $3-8m per year for a top player, rarely a one-year deal, so you're looking at $10m minimum before activation. Add a global campaign on top and you're at $50-60m of media spend that depends on one player turning up.Where the leverage sits. Spoiler: not with the brand. By the time the contract gets signed, the creative idea has been built around the player, the agency is in love with the film, and the agent knows it. Ricardo on why the awkward "what if you don't make the squad?" conversation rarely happens — and why contracts that should include triggers for injury, non-selection, and tournament performance often don't.The slow-moving machine. A good World Cup campaign kicks off weeks after the previous one ends. By the time the squad is announced, 90% of the posts, the point-of-sale, the films and the photography are already in the can. Agility in this market is a myth.The Formula 1 jumpsuit problem. When Vinicius Jr. is fronting campaigns for Visa, Marriott Bonvoy, Rexona, LEGO, Nike, Pepsi and Havaianas, who actually owns him? Ricardo on why most brands have no idea how many other sponsors have signed the same face, and why differentiation has become the real game.Cultural relevance, examined. The phrase everyone in sports marketing reaches for. Ricardo on why it works for Adidas and Nike, why it's largely delusional for everyone else, and why most brands are still asking players to post twice on Instagram and calling it strategy.Also covered. FIFA as a bulletproof brand. Why the ticketing land-grab doesn't damage it. Hospitality as a business. The 3am problems that keep sponsorship directors awake during a tournament — lost VIP guests, missing teenagers, last-minute Croatian billionaires arriving by private jet. And the medal-ceremony speech Ricardo describes as the lowest point of his career.Unofficial 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.