Michiel Aulbers, ATPI Group
Michiel Aulbers works with the ATPI Group, where he is a member of the global organization’s commercial team and responsible to drive growth for the sports business, as well as overseeing the sports commercial partnerships, including the Canadian Olympic Committee & Netherlands Olympic Committee. ATPI Group is the official Ticket, Travel & Hospitality Partner for both NOC’s. Aulbers has worked on 7 Olympic Games in operational and commercial roles, including as a member of the commercial team of the London2012 Olympic Organizing Committee (LOCOG), servicing contractual clients (National Olympic Committees, Sponsors and Broadcasters) and generating the funding to prepare and stage the Olympic Games in London in 2012.

Martin Pietersen, Atos
Global Brand Director

Martin Pietersen joined Atos in 2007 and has assumed a number of high visibility marketing & communication positions starting with Olympic Marketing Manager, Beijing 2008, Brand Campaign Manager Global Communications and more recently Global Strategy, Brand & Content for the Atos Group. Martin worked on 6 Olympic Games in commercial and marketing roles. Additionally, to his global role he was IT service leader for the Holland Heineken House during 5 Olympic Games. Martin's expertise includes business strategy, growth marketing, brand management, mergers & acquisitions, and managing global (sport) partnerships.

Leveraging his expertise and 25 years in the sports marketing industry, Thierry Borra founded Sport Matters Consulting 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.

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.

Senior Director, Partnerships, Business Development & Commercial Affairs at Canadian Olympic Committee