Terrence Burns began his sports marketing career managing Delta Air Lines’ sponsorship of the 1996 Atlanta Games. After the Games, it was a logical leap to the Olympic mothership, serving as SVP Marketing of Meridian Management SA, the IOC’s in-house marketing and sponsorship agency where he and a team managed the IOC’s global TOP sponsorship programme. While at Meridian, Burns helped pioneer the IOC’s brand development strategy, including the first-ever global brand assessment and positioning of the Olympic brand. Burns co-founded his first consultancy in 2001 and has worked with a variety of Olympic clients around the world including five winning Olympic bid campaigns (Beijing 2008, Vancouver 2010, Sochi 2014, Pyeongchang 2018 and LA 2028). He also was the brand strategist for Russia’s successful 2018 FIFA World Cup bid, and the campaigns to return both golf and wrestling to the Olympic sports programme. Burns has also worked with literally dozens of Olympic sponsor brands since 1996, with assignments ranging from creating new Olympic sponsorship categories, negotiating sponsorship rights agreements, and developing sponsorship marketing and activation plans. He is now executive vice president for global sports at Engine Shop.