#140 Brad Ross - VP Global Sports & Entertainment Marketing and Partnerships, The Coca-Cola Company

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! WATCH ON YOUTUBE: https://youtu.be/7h_vaj9rTsQ  Timestamps: 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 _____________________________________________________________ Follow Sports Management Podcast on social media Instagram Twitter LinkedIn YouTube Sign up for the newsletter! www.sportsmanagementpodcast.com