Sports Management Podcast

Release Date: 03-18-2024 01:30

Welcome to episode 140 of Sports Management Podcast.

Brad Ross is the VP Global Sports & Entertainment Marketing and Partnerships at The Coca-Cola Company. Brad started at Coca-Cola in 2007. He moved to Google for two years between 2019 and 2021 and then boomeranged back to Coca-Cola. He is born and raised in South Africa, but is currently living in Atlanta, where Coca-Cola has its global headquarters. Sport has always been a fundamental part of his life and shaped many foundational memories for him growing up.

In this episode we spoke about:

  • Why Marketing is a team sport
  • Coca-Cola’s 100 year partnership with IOC
  • Their new partnership with the International Cricket Council, ICC
  • How Coca-Cola prepares for Paris24, FIFA World Cup 2026, LA28 and more
  • How his upbringing in South Africa shaped him
  • Africa as a sport continent on the rise
  • Brad’s memories from FIFA World Cup 2010 in South Africa

And much more!



00:00 Intro
01:41 Marketing Is a Team Sport 
02:25 Sports Marketing and Partnerships at Coca-Cola 
05:32 Paris 2024 Olympic and Paralympic Games 
13:35 2010 FIFA World Cup in South Africa
16:47 Brad's Upbringing In South Africa 
17:51 Africa's Potential with Sports 
21:10 FIFA World Cup 2026 
24:43 Working Multiple Mega Events Simultaneously
27:09 Partnership With International Cricket Council 
28:19 Ideal Length of a Partnership 
30:34 How Brad's Interest For Sport Started 
34:05 Learnings From Sport to Business
37:46 Coca-Cola Is a Great Place to Work 
40:51 Bumps On The Road 
42:42 Brad's Best Advice 
44:12 Outro


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