Thanks for joining us for another episode of Gabon Jewel's Neats.

Cheers, we're going to delve into the business and sponsorship side of the game.

Because I have a lot of questions about why sponsors, often sponsors have never heard of, get involved.

Yes, I agree with you, and I've often wondered the same thing.

And today, we're joined by a man who spends his life doing exactly that.

Cutting checks for sporting events.

So my name is Ricardo Forth and I work in sports marketing. I'm a marketer and I love sports marketing.

I have worked for many years in big advertisers, big sponsors like Visa and Coca-Cola.

Today, I work as a consultant helping other brands to make sense of the commercial dealings of sports.

Okay, I'm going to start with the big one.

And you may have more historical context on this.

To me, it's one of the biggest things that I think of when I think of Coca-Cola.

Coca-Cola has sponsored the World Cup for many, many years.

You can tell me how many.

And I think it's one of the biggest, longest partnerships out there.

And I can never understand Coca-Cola as a brand is a bigger brand than FIFA.

I don't know if it's a bigger brand than the World Cup. We can debate that.

But I always felt Coca-Cola is inelastic, right?

If everybody knows what it is, people who like it, drink it, people who don't like it, drink something else.

Can you explain why Coca-Cola chose all those years and you were part of the decision-making process?

Why they chose to say, everybody knows us, but we're still going to make this, I assume, a big financial commitment to FIFA into the World Cup.

Coca-Cola has been involved with FIFA Workup since 1958 before the global sponsorship existed.

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