Sport Matters Consulting


Thierry Borra

Thierry Borra is the founder of Sport Matters Consulting, leveraging his expertise and 25 years of experience in sports marketing 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. Thierry is working with various sport & business organizations such as The International Olympic Committee, Dentsu Inc., the Organizing Committee for the Olympic & Paralympic Games in Paris 2024, Discovery Channel / Eurosport, The Coca-Cola Company, as well as start-ups such as Sports Innovation Lab (US), Sport Innovation Summit (MEX). Prior to this, Thierry led The Coca-Cola Company’s global partnership with the Olympic Movement, including the Company’s association with the Olympic Games, Olympic Torch Relay, Youth Olympic Games and the Paralympic Games. In his role, he managed the overall relationship with the International Olympic Committee and the other stakeholders of the Olympic Movement, built event management capabilities in the respective host countries by providing coaching, subject matter expertise, leadership through a disciplined global event process and transfer of key learnings from event to event. In addition, Thierry provided stewardship for the successful system-wide activation of global events to extract maximum value and ensure contract fulfillment. As part of his global responsibilities, he also led Coca-Cola’s involvement with the international leg of the Beijing 2008 Olympic Torch relay. 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 a member of the IOC commission Sport & Active Society, and has been mentoring Olympians, helping them to transition from the field of play to a new career.