# Inside The Billions Spent on World Cup Brand Deals with Ricardo Fort

Page: https://stenobird.com/podcast/the-soccer-business-podcast-7264630/inside-the-billions-spent-on-world-cup-brand-deals-with-ricardo-fort
Text version: https://stenobird.com/podcast/the-soccer-business-podcast-7264630/inside-the-billions-spent-on-world-cup-brand-deals-with-ricardo-fort.md
Podcast: [The Soccer Business Podcast](https://stenobird.com/podcast/the-soccer-business-podcast-7264630)
Published: 2026-06-12T01:42:20+00:00
Episode link: https://thesoccerbusiness.podbean.com/e/inside-the-billions-spent-on-world-cup-brand-deals-with-ricardo-fort/
Audio file: https://dts.podtrac.com/redirect.mp3/mcdn.podbean.com/mf/web/updxc7h73as53rxk/riverside_ricardo_simon_tsb811y2.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-soccer-business-podcast-7264630/episodes/inside-the-billions-spent-on-world-cup-brand-deals-with-ricardo-fort
Duration seconds: 2401

## Resource

Former top Coca Cola and Visa sports sponsorship executive Ricardo Fort joins the pod to reveal the inner workings of the business, ambush marketing and why AI firms could be at the forefront of the next wave of mega-deals around the World Cup.

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## Transcript

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