The opening ceremony of the Special Olympics World Winter Games have just taken place in Turin, Italy on 8th March 2025. Today, we welcome leaders from Special Olympics and The Coca-Cola Company onto this episode of the Do One Better Podcast. Zehra Sayin is the Chief Marketing, Communications and Development Officer at the Special Olympics; and Tim Dignard is Senior Director, Global Sports Partnerships & Operations at The Coca-Cola Company.
For over 55 years, Special Olympics and The Coca-Cola Company have been pioneering a movement that transcends philanthropy and sports sponsorship, redefining how corporate and nonprofit partnerships can drive systemic change. At the heart of their collaboration lies a shared vision: fostering inclusion for people with intellectual disabilities through the transformative power of sport.
We hear how Special Olympics, now a global movement with millions of athletes, began as a simple gathering in 1968, and today stands as a testament to the power of sport in shifting societal attitudes.
The Coca-Cola Company, a founding partner, has been instrumental in supporting this evolution — not just through financial contributions, but through a deeply integrated, strategic engagement that extends far beyond traditional corporate sponsorship. The partnership is a model of holistic collaboration, spanning corporate volunteering, global marketing, consumer engagement, and systemic advocacy for inclusion.
While their alliance has long been impactful, both organizations recognize that their work is far from complete. Special Olympics continues to face challenges in expanding its global footprint, particularly in markets outside the United States where brand awareness remains low. The Coca-Cola Company has embraced this challenge, leveraging its vast global reach and marketing capabilities to amplify the movement’s message in new territories. Their recent eight-year partnership extension — the longest in their history — underscores their commitment to taking inclusion to new heights.
On the ground, the collaboration is about more than visibility; it’s about breaking down barriers. From Turin, Italy, where the Special Olympics World Winter Games are currently underway, to future events in Chile and Switzerland, the movement is not just about competition — it is about driving long-term social impact. Whether through engaging The Coca-Cola Company’s employees in volunteer programs, facilitating access to resources, or enlisting high-profile ambassadors to advocate for inclusion, the goal is clear: to create a world where people with intellectual disabilities are fully included, recognized, and celebrated.
The essence of this partnership is perhaps best captured in the simple yet profound experiences of those involved. Volunteers who come to support the games often arrive thinking they are there to give, only to leave with a transformative realization — they have received far more than they contributed. The athletes, whose resilience and determination shine through every competition, are the true champions of this movement, proving time and again that inclusion is not charity, but a fundamental human right.
Looking ahead, the partnership between Special Olympics and The Coca-Cola Company is set to become even more strategic, targeting key markets and leveraging new opportunities to foster change. Inclusion, as both organizations emphasize, is a journey — not a destination. With the scale, influence, and shared values of these two global giants, the potential to reshape societal attitudes and build a more inclusive world has never been greater.
About Zehra Sayin
Zehra Sayin is Chief Marketing, Communications and Development Officer at Special Olympics. She leads the team responsible for corporate, foundation, individual, and digital giving; direct marketing initiatives; and the organization’s global branding, communications, and celebrity ambassadors.
Sayin spent seven years as CEO of Special Olympics Belgium where she established a sustainable long-term financial and operational strategy. Prior to that, she served in several roles within the Special Olympics Europe/Eurasia Regional office. As the Marketing, Communications, and Sponsoring Director of the 2014 European Summer Games featuring 58 countries, she launched the first awareness campaign that raised a record sum of € 11 million in less than a year.
Before joining Special Olympics in Belgium, Sayin was a Business Development Executive in the Luxembourg market for Xerox and was the Marketing, Communications & Sponsoring Director of the International Polar Foundation. Additionally, she is a Board Member of BOZAR, Vice-Chair of the Urban Youth Games, Vice-Chair of Team ESA Partners, one of 12 global delegates for the 2022 Global Sports Mentoring Program led by the U.S. Department of State and an Advisory Board member on inclusion and diversity to the Belgian public broadcasting network SPORZA.
She is particularly proud of her involvement in the creation of an orphanage in Benin, Africa. Sayin has a degree in International Marketing, a specialization in Intercultural Management and Psychology of Persuasion; and is fluent in French, Dutch, English, and Turkish. Sayin is invited as inspirational speaker to many forums, panels, conferences to share her vision of social entrepreneurship, social impact, positive change of attitudes, fundraising & sponsoring strategies.
About Tim Dignard
Tim Dignard is Senior Director, Global Sports Partnerships & Operations at The Coca-Cola Company.
Tim is a driven sports marketing professional passionate about building and executing global partnerships, delivering incremental value for brands and rights holders.
Tim joined The Coca-Cola Company in 2019 and is responsible for managing the company’s global Olympic, Paralympic and Special Olympics partnerships - including preparing future Coca-Cola host markets to succeed, and collaborating with the IOC, IPC and SOI on delivery of our contractual rights and assets.
Tim’s global work on the Games extends over fifteen years across multiple countries, starting with his role at the Vancouver 2010 Olympic Organizing Committee. He was then part of the London 2012 commercial team, prior to joining IOC Television & Marketing Services in Lausanne, Switzerland, where he managed the rights and relationships with the IOC’s key commercial partners.
Prior to joining Coca-Cola, Tim was responsible for managing the sponsorship program for UEFA Champions League – the world’s leading club football competition.
Originally from Canada, Tim is based in Atlanta, USA after spending ten years in Europe.