Thierry Borra joins us for an incredible share about the future of international sports. His insights include federations that have taken advantage of this situation to create new opportunities and grow their communities, to ones that have created a purpose behind their platforms, and what pressures sport is facing and other aspects that are affecting this industry on a global level.

Leveraging his expertise and 25 years in the sports marketing industry, Thierry founded Sport Matters Consulting to provide thought leadership, strategic advice and creative thinking to organizations and people leveraging sport to create value and leave a positive impact on our society.

Prior to this, Thierry led The Coca-Cola Company’s global partnership with the Olympic Movement, including the Company’s association with the Olympic & Paralympic Games, the Olympic Torch Relay and the Youth Olympic Games.

In his twenty+ years with the Coca-Cola system, Thierry has held various general management & marketing positions in various countries and has a wealth of experience with global sporting events - including 12 Olympic Games, FIFA World Cup, Tour de France, IAAF World Championships - and sport partnerships such as Special Olympics, football clubs, stadiums & venues. In addition, Thierry has been mentoring Olympians, helping them to transition from the field of play to a new career.