The International Skating Union (ISU) has announced the appointment of Jiao Li as the new director of marketing and commercial. Li, with more than a decade of experience in the global sports industry, has worked in China, Switzerland and Singapore. Her background spans areas such as business development, media rights and content production, where she has established innovative partnerships with leading global sports organizations, as ISU strengthens a key position for the growth, stabilization and visualization of its organization.
In her new role, Jiao Li will be responsible for leading ISU’s commercial and marketing efforts, focusing on three key areas: developing a global commercial strategy, expanding into new markets and increasing fan engagement. His main focus will be to strengthen the ISU’s international presence through strategic partnerships and an increased presence in digital media and social networks.
FROM NBA ASIA TO ISU
Li’s background includes significant roles at NBA Asia, SportBusiness Group and Sportfive, where she led successful business and marketing initiatives, making her a valuable addition to the organization.
ISU President Jae Youl Kim expressed his enthusiasm for Jiao Li’s addition, noting that her “extensive experience and global perspective, particularly in Asian markets, will be instrumental in driving ISU’s commercial strategy and expanding its presence in key regions.” Kim said they are confident that her leadership “will enhance both commercial reach and fan engagement globally.”
Colin Smith, ISU CEO, also praised the addition of Jiao Li, highlighting her strategic vision and deep knowledge of the sports business. Smith mentioned that her “expertise in business development and fan engagement will be crucial to achieving the goals of the ISU’s Vision 2030 and enhancing the organization’s commercial success globally.”
For her part, Jiao Li was “honored” by her appointment and stressed the importance of strengthening partnerships, “consolidating brand identity and increasing fan engagement to contribute to ISU’s continued growth.”
