Ricardo Fort has led the sponsorship strategy for brands at World Cups and Olympics.After a long, successful career with the likes of Coca-Cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation.Is sponsorship just about "hanging out with the cool kids"Does there always have to be a positive financial return?"The brands want to be relevant, most brands are irrelevant in the lives of people"Are brand sponsorship decisions emotional?The best sports sponsorship deal he did at Coca-Cola - The case study of the FIFA World Cup trophy tourMeasurable and immeasurable benefitsWhat are the Key KPIs and the less important metrics for sponsors?How can brands be sure about the impact of a sponsorship?Sponsoring a tournament or event as opposed to a team. What are the differences?Moving from badging and advertisement to 'clever content'The value of creating a content strategy that stands outThe comparison between NFL and European football in accommodating sponsorsIn NFL, the owner gets the trophy before the players - what does that tell us?Why the fans police any over-commercialisation in Europe"All sponsors say they want data, but very few know what to do it."How can you make a partnership scandal-proof?How to do your due diligence and protect against future problemsThe fans' voice in sponsorshipSponsorship in gaming and the Alex Hunter deal