Sports Business

For major marketers, competing and winning in the sports arena means more than simply affiliating a product with the team that posts the most points or the athlete who stands out in the draft picks. Marketers like Coca-Cola have learned that when it comes to navigating the tide of sports, they can no longer assume that their brand and product will be a standout player. It's all about appealing to sports fans as consumers, and adapting to their changing demands. John Cordova, director of sports transaction management at Coca-Cola, knows that scoring points and continuing to hold a lead among soft-drink consumers at sports venues requires an evolving marketing playbook.