Lord Seb Coe talks sponsorship, Olympics, politics and FIFA

Former Olympian Lord Coe brings the ideal mix of political nous and business acumen to his role as chairman of sports-marketing firm CSM, which now incorporates Chime's PR shop Good Relations. He tells PRWeek how geopolitics and cultural differences will transform the sporting landscape and why the balance between sport and commerce must be preserved.

by Alex Benady

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