EU SME Breakfast Seminar – China’s Sports Strategies

  • Date
    17 June 2016 - 17 June 2016
  • Beijing Time
    8:30 AM - 11:00 AM
  • Venue
    Embassy of the Grand Duchy of Luxembourg Unit 1701, Tower B, Pacific Century Place, 2A Gong Ti Bei Lu, Chaoyang District, Beijing 北京市朝阳区工体北路甲2号盈科中心B座1701室
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In the light of the European Football Championship 2016 in France, this special edition of our popular EU SME Breakfast Seminar Series – hosted by the Luxembourg Embassy – will focus on China’s National Sport Strategies and Market Trends. On June 17, we invite you to start your Friday morning productively and get inspired by business professionals that keep you knowledgeable about the current market trends in China.

Mark Dreyer, a former football reporter, veteran of three Olympic and Paralympic games, and reporter/producer for Fox Sports, will give insights in China’s National Strategies. Mark will analyze current market trends and focus on 3 key area’s: China’s Olympic Strategies – building up to the 2022 Winter Olympics, Football Strategies and other major sports events that China wants to host.

Anne-Laure Maddy, Marketing & Communications Manager at the EU SME Centre, will share her extensive knowledge about the sports industry and discuss several case studies related to sports and events in China.


08:30 – 09:00 | Registration

09:00 – 09:30 | Presentation 1

09:30 – 09:40 | Breakfast break

09:40 – 10:10 | Presentation 2

10:10 – 10:20 | Q&A Session

10:20 – 11:00 | Networking Session

About the speakers

Mark Dreyer, Senior Communications Manager, Cheung Kong Graduate School of Business

Formerly a football reporter with Sky Sports in the UK, Mark Dreyer has been covering sports around the world for close to 20 years. A veteran of three Olympic and Paralympic Games (Beijing, Vancouver, London 2008-12), where he was an accredited journalist, he has also been a reporter and producer for both Fox Sports and AP Sports in the US and has worked with a number of media outlets in China and elsewhere. While he is a multi-sports specialist who has reported on sports events in five different continents, his first love is football and he has previously interviewed stars including Pele and David Beckham. Mark is currently in charge of global communications at the Cheung Kong Graduate School of Business (CKGSB) and has been based in China since 2007.

Anne-Laure Maddy, Marketing & Communications Manager, EU SME Centre

Anne-Laure has over 11 years international business experience in China, and has been Marketing and Communications Manager at the EU SME Centre for the last five years. Prior to joining the Centre, she worked in the sports and entertainment industry, firstly for a Chinese consultancy and event management group affiliated to the Ministry of Sports, and secondly for a sports marketing and events company based in London and Beijing. She has worked with several international sports brands and events in China, including the Race of Champions in the Birds Nest Olympic Stadium. As part of the senior management team at the EU SME Centre, Anne-Laure manages marketing, branding and partnerships.


Member Price for EU SMEs and Intermediaries: RMB 150

Non Members: RMB 200

Pay on the Door


Please send an email to Carrie Wang at to sign up for this event, and indicate in your email that you register via EU SME Centre.

Please also include your full name, company name and mobile number.

25 seats available. First come, first serve.

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