Until last month, Ricardo Fort had the job of deciding where Coca-Cola’s vast sports marketing budget was spent. 

This is one of the most powerful roles in sport, because the soft drinks giant is omnipresent across major events, tournaments, leagues and athlete endorsements, from Olympics, FIFA World Cup, Euros, Premier League and McLaren F1 through national leagues and teams, personal endorsement of athletes and gamers and through to grass roots programmes around the world.

So what did Ricardo Fort learn and what’s he doing next?

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