About Us

SportsCom (Beijing) Ltd.

Privately held, SportsCom Consulting is a boutique sports consulting firm based in Beijing and operating worldwide that provides integrated strategic communication and sports marketing services.

We have expertise in areas of:

With international perspective and local experience, our goal is to provide the best sports marketing communication strategy for sports stakeholders.

Lingling Liu, Founder of SportsCom

Lingling LIU, Founder of SportsCom ConsultingLingling LIU

Lingling LIU, founder of SportsCom Consulting, is a business consultant with expertise in areas where sports and media interact. She applies this expertise in facilitating bid campaigns of Olympic candidate cities, media operations of large-scale sports events as well as the management of professional athlete marketing communication campaign.

Having had come from an 8-year television experience with China Central Television Sports Channel (CCTV 5), she joined Beijing Olympic Bidding Committee in 2000 as the Assistant Director of the Press and Publicity Department. On the position, she led the drafting of two chapters of Beijing’s Bid Book in Communication and Media Service and Olympism and Culture, and played a key role in the presentation team. She supervised international publicity campaigns outsourced to two international public relations firms -- Webber Shandwick and Bill Pottinger. She also coordinated the production of official Beijing promo film by Olympic Film Maker Bud Greenspan from New York City, the United States.

After the triumphant bid in 2001, she started her independent sports consulting career and has been engaged in all Olympic Games and FIFA World Cup tournaments in various ways with focus on media operations and media relations. She became the first media officer from Asia appointed by FIFA and served the World Cup from 2002 to now.

Lingling Liu has also assisted international rights holders to make inroads into the growing television market in China. She also provided consultancy and on-site coordination for Chinese non-credentialed media in their overseas coverage of Olympic Games.

Ms. LIU is a PhD candidate with Professor Simon Chadwick at Coventry University, she also owns a MBA degree in Football Business from Liverpool University and dual-degrees in Journalism and English from China School of Journalism.