Melody Li is Senior Director, Sales & Marketing at SPORTFIVE (previously named Lagardère Sports) and assists Echo Li (Managing Director, Greater China & Senior Vice President at SPORTFIVE) in spearheads SPORTFIVE’s business in the region.
Reporting to SPORTFVE China Managing Director-Echo Li, Melody is responsible for Marketing, PR communication, Digital, Media, and business development, as well as assisting Echo in establishing and implementing a Greater China market-oriented marketing and business plan to create values for SPORTFIVE global partners, setting up and implementing the commercialization and fan growth strategy for global leading sports rights holders.
Including FIFA World Cup, UEFA Champions League, AFC, Formula 1, EPL, Bundesliga, Ligue 1; leading Atletico de Madrid, Belgium National Team, Spanish National Team, and Paris Saint German’s continued digital innovation and fan engagement; supporting Chinese brands’ global journey via sports sponsorships and comprehensive creative activations, including Tsingtao Beer, Skyworth, Honor, OPPO, Hisense, TCL, Sailun Tyre, Saic Group, and Tiktok while helping international brands’ continued market penetration via the power of sports including BMW, Alliance, Bridgestone, Redbull, Nike, Samsung, and VW; providing consulting service to premium sporting organizations in the market, including Beijing Winter Olympics Organizing Committee and Hangzhou Asian Games Organizing Committee.
Some of the industry-renowned projects led by Melody’s team include OPPO’s global ambassador partnership with Neymar Jr, OPPO’s collaboration with Boston Marathon, TCL’s creative activation revolving sponsorship with China Basketball Association, Copa America, and LPL; C’estbon and Toyota’s partnerships with AFC; supporting Shenzhen government to bid and stage the premium football event of Trophée des Champions in 2018 and 2019, operating Atletico de Madrid, Belgium Football National Team and Spanish Football National Team’s social channels.
Under Echo's leadership, SPORTFIVE China has established the esports unit (it also belongs to the marketing team led by Melody) prior to the Covid-19 pandemic. Thanks to her keeping pace with the times' spirit, Melody's team contributed to more than 20 esports sponsorship and marketing activation deals, including global premium esports club T1's partnership with Kuaishou, Hisense's partnership with Fnatic to enhance European market positioning, TCL's comprehensive creative activation on LPL sponsorship, etc.
Even if the UEFA European Championship marketing competition is so fierce, Melody also facilitated the partnership between Roca, the world's leading premium bathroom brand, and the Spanish National Men's Football Team in Greater China region. The cooperation with the Spanish Men's Football Team is to enhance brand awareness and Roca's consumer engagement activities along the journey of the Spanish Men's Football Team's trip competing in UEFA European Championship and FIFA World Cup.
Melody began her career as a broadcast liaison officer for 2008 Beijing Olympic Tennis and Paralympic Track & Field. Before she joined SPORTFIVE in 2016, She was highly involved in the commercialization and partnership activation of multiple regional and international sporting events and complex including the 2010 Guangzhou Asian Games, China International Tennis Hall of Fame, The Volvo Ocean Race, Ultimate Fighting Championship, Trophée des Champions, Harlem Globetrotters, etc.