There is no doubt about it: the International Skating Union (ISU) is leaning east. Chaired since 2022 by South Korean Kim Jae-youl, the body has announced the arrival of Chinese Jiao Li as director of the commercial and marketing department. A graduate of Beijing Sports University and holder of a master's degree in sports administration, she has held positions of responsibility at NBA Asia, SportBusiness Group and Sportfive, where she was assigned to the marketing and commercial department. Jiao Li will be tasked with developing a global commercial strategy, encompassing media rights, marketing partnerships and licensing, as well as conquering new markets for skating in its various forms.
