GSWParis 2022


Thierry Borra

Sport Matters Consulting

Fonder & CEO


Thierry 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 has been collaborating with various major global organizations such as The International Olympic Committee, Dentsu Inc., the Organizing Committee for the Olympic & Paralympic Games in Paris 2024, The Coca-Cola Company, Discovery Channel / Eurosport, Danone, as well as start-ups such as Sports Innovation Lab (USA), Sport Innovation Summit (MEX) and the Global Sports Week (FRA). Prior to this, Thierry led The Coca-Cola Company’s global partnership with the Olympic Movement, including the Company’s association with the Olympic & Paralympic Games, the Olympic Torch Relay and the Youth Olympic Games. 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 mentoring Olympians, helping them to transition from the field of play to a new career. Thierry is curious, creative & passionate. While Sport Matters a lot to him, he has also launched another venture together with his wife, Terroirs by Adeline, creating unique and authentic food & wine experiences in Beaune, in the heart of Burgundy.