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.

While Adeline is delivering unique & authentic food & wine experiences, I'm just helping behind the scenes, bringing new ideas, doing a bit of marketing, finance and a few other things including acting as the official guinea pig 🍷x🍽=😁 #terroirsbyadeline

Facilitating the transfert of knowledge from Tokyo Organising Committee to future Organising Committees (Beijing 2022, Paris 2024, Milano-Cortina 2026 & LA 2028)

I led The Coca-Cola Company’s global partnership with the Olympic Movement, including the Company’s association with the Olympic Games, Youth Olympic Games and the Paralympic Games. In this role, I managed the overall relationship with the International Olympic Committee and the other stakeholders of the Olympic Movement, and 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, I provided stewardship for the successful system-wide activation of global events to extract maximum value and ensure contract fulfillment. As part of my global responsibilities, I also led the Coca-Cola’s involvement with the international leg of the Beijing 2008 Olympic Torch relay.Prior to this role, Thierry was the Company’s lead for the Torino 2006 Olympic Torch Relay. In his twenty years with the Coca-Cola system, Thierry has held various marketing positions at both Coca-Cola France and bottling partner Coca-Cola Enterprises 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.