This week, we are honored to highlight Dr. Lingling Liu, the SMWW Global Ambassador representing the United Kingdom. Known for her impact across international sports, media, and emerging technology, Dr. Liu’s career embodies global leadership and forward-thinking vision.

A Career Shaped by International Sport, Media, and Strategy

Dr. Liu’s journey began with China Central Television’s Sports Channel (CCTV 5), where she developed a strong foundation in global sports communication and journalism. Her work soon expanded to the world stage with the Beijing 2008 Olympic Bidding Committee, where she co-wrote two chapters of Beijing’s official Bid Book and led international PR efforts alongside agencies such as Weber Shandwick and Bell Pottinger.

These early achievements marked the beginning of a career defined by innovation, diplomacy, and cross-cultural communication.

A Global Leader in Major Sporting Events

Following Beijing’s successful Olympic bid, Dr. Liu founded China Sports Business Consulting, supporting the Olympic Games and FIFA World Cups since 2002. Her expertise and leadership led her to serve as FIFA’s first Media Officer from Asia, working across six consecutive World Cups.

One of her standout achievements includes touring 11 countries as the FIFA spokesperson for the 2010 Coca-Cola Trophy Tour, a role that showcased her international influence and ability to communicate the power of sport on a global scale.

Academic Excellence and Industry Expertise

Dr. Liu’s educational achievements are as impressive as her professional milestones. She holds:

• MBA in Football Industries – University of Liverpool

• PhD in Sports Marketing – Coventry University

Her academic depth strengthens her ability to guide, teach, and influence leaders across the sports business landscape.

Driving Innovation Through Technology and Digital Transformation

Today, Dr. Liu is a sought-after sports business consultant and communication strategist, helping global sports projects, federations, and personalities navigate the rise of blockchain, digital engagement, and Web3.

She has advised major organizations such as Binance and has helped international federations including FIBA, FIVB, and FIH expand their presence in China. Her current role as Olympic Esports Advisor for NetEase Games further highlights her commitment to the future of sports and digital competition.

Beyond consulting, Dr. Liu is a published author, trusted columnist, and recurring speaker at high-profile events—including NFT.London, NFT.NYC, and the Yacht Racing Forum—where she shares insights on the intersection of sports, media, and technology.

A Voice for Global Advancement and Cross-Cultural Collaboration

As an SMWW Global Ambassador, Dr. Liu embodies our mission to connect, empower, and elevate sports professionals across borders. Her work bridges traditional sports institutions with emerging technologies, opening new pathways for growth across continents and generations.

Her leadership represents the future of sports management—innovative, international, and deeply committed to advancing the industry.

A Representing SMWW's Global Vision

Dr. Lingling Liu represents the heart of SMWW's global mission — empowering sports professionals through education, mentorship, and international collaboration.

SMWW’s Vision: 206 ambassadors across the 206 territories recognized by the International Olympic Committee — creating the most exclusive and globally connected network in sports management.