Julie García Sjögrim is a sports business leader, with over 14 years experience both within Canada and Internationally, working across 7 Olympic Games and 2 Youth Olympic Games. She started her career on the Vancouver 2010 Project Team at The Coca-Cola Company, then relocated to Switzerland to work in Partnership Marketing for the International Olympic Committee (IOC), before returning home to impact sport in Canada at the Canadian Olympic Committee (COC).
In her current role as Senior Director, Partnerships, Business Development and Commercial Affairs, Julie plays a significant role in the overall business of the COC. She is responsible for acquiring, renewing, and cultivating Corporate Partners, including most recently, the innovative Premier National Partnership with lululemon, which garnered global attention. Revenue generated from Julie’s area is the single largest revenue stream for the organization.
The importance of Julie’s portfolio was further heightened these past years, as the COC navigated the pandemic and a postponed Tokyo Olympics. Despite this environment, Julie and her team were able to add 4 additional new Team Canada Partners, secure long-term revenue through renewals in all critical COC Partner categories and deliver significant value for COC Marketing Partners – top tier Canadian and Global brands (i.e., RBC, Bell, Canadian Tire, lululemon, etc.). Julie is driven by her belief in the power of sport and is passionate about her role as both a leader and a mentor.
Prior to joining the COC, Julie led the Partnership Marketing team for the IOC. This included leading the multi-million-dollar sponsorship relationships of ten Worldwide Olympic Partners (i.e., Coca-Cola, P&G, Samsung, etc.), engaging with various Olympic Organizing Committees (OCOGs) and setting the strategic direction of the Partnership Marketing function. In her time at the IOC, she played a critical role in working with stakeholders from numerous countries to negotiate, find synergies, and deliver outcomes, while navigating complex relationships with Partners, OCOGs, IOC, and Governments.
At Coca-Cola, Julie worked as an integrator across the system to provide education and expertise to align marketing efforts with the Olympic strategy. She also executed Coca-Cola’s first ever sustainable Recycled PET Olympic uniform program.
Julie is a proud mom to three young girls and recently completed her Executive MBA at the Smith School of Business at Queen’s University in Canada.
