John Cordova and Ricardo Fort, Coca-Cola

John Cordova (left) and Ricardo FortCourtesy of John Cordova; Courtesy of Ricardo Fort

JOHN CORDOVA
Group Director, Sports Management
Coca-Cola

RICARDO FORT
Vice President, Global Sports Partnerships
Coca-Cola

Just as beer marketers are struggling with declining sales of their full-cal offerings, so are their brethren in the carbonated beverage market. And, of course, every marketer is struggling to adjust to the drastic changes in media consumption. Fort moved over from Visa in 2016 to deal with those challenges for what is arguably the world’s most indelible brand, with a property roster as large as any company that includes FIFA, the Olympics, MLB and NCAA rights. With Coke since 1994, Cordova was the steady hand negotiating many of those deals.