About Us
SportsCom (Beijing) Ltd.
We at SportsCom are the first stop on your journey into the China sports business. We pride ourselves for ideas to establish and grow sports business in China. We make them come true.
Organized in August 2005, we started as a consultant, deal-maker, and relationship builder for international businesses who want to make inroads into China’s promising sports business market. We further expanded our international business expertise to help Chinese sports organizations to get access to resources and opportunities coming from the outside world.
We have expertise in areas of:
- Sports media relations and operations
- Stakeholder and government relations management
- Sponsorship and endorsement opportunities
- Television broadcasting and rights management
- New media rights and content strategy in Internet, broadband, wireless, and IPTV platforms
We are based in Beijing, China, where the upcoming 2008 Olympic Games will create a summit of business opportunities.
Our approach is simple: out clients tell us what they want to do; we tell them how to do it and who will help them to do it. On the way of getting the jobs done we find new opportunities for our clients beyond the original limit of their imagination.
Lingling Liu, Founder of SportsCom
Lingling LIU Lingling LIU, founder of SportsCom Consulting, is a business consultant with expertise on areas where sports and media interact. She applies this expertise in facilitating bid campaigns of Olympic candidate cities and in media operations of large-scale sports events.
Her recent projects include setting up TV broadcasting and media operations for the China Organizing Committee of FIFA Women’s World Cup 2007 and hosting non-accredited media operations during the Beijing Olympic Games by Beijing municipal government through Beijing International Media Center. She also worked in the press operations for Torino Winter Olympics, served Paris 2012 and Sochi 2014 as senior consultant, and managed press operations for the 2006 Doha Asian Games.
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 matches in various ways with focus in media operations and media relations. She became the first media officer from Asia appointed by FIFA and served the World Cup matches in 2002 Korea/Japan, 2003 Women’s World Cup in the U.S., 2005 Confederation Cup in Germany, and 2006 Germany.
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 and World Cup Football Matches.
Ms. LIU owns a MBA degree in Football Business from Liverpool University, the United Kingdom and dual-degrees in Journalism and English from China School of Journalism.