About this episode

The episode discusses Cole Palmer's role as a Coca-Cola brand ambassador and the implications of endorsement deals in sports marketing.

On 22 April 2026, Coca-Cola unveiled Cole Palmer as its newest football brand ambassador, fronting Premier League and World Cup activations. A month later, Tuchel left him out of the England squad. We use the Palmer story as a way into a wider conversation with Ricardo Fort — former global head of sport at Coca-Cola, now advisor to brands betting billions on the World Cup — about how personal endorsement deals really work in 2026. The anatomy of an endorsement deal. Ricardo breaks down the nu...

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