Yao Williams: VP of Global Partnerships, ESL FACEIT Group

You may think you’ll do anything to close a sports marketing partnership, but how about eating bullfrog soup?

That’s what this episode’s guest Yao Williams did once. (Yes, just the once).

Currently the VP of Global Partnerships for eSports juggernaut ESL FACEIT Group, Yao’s path through the sports business world has been a remarkable one. He started out like so many of us do in this industry: in ticket sales. But his unique blend of grit, competitiveness, and thoughtfulness is what has put him at the center of one of the most dynamic parts of this industry today.

In this episode, Yao and I talk about his origin story in sports business, and the skill sets he employed to aid his rise. We discuss how those same skill sets helped him succeed in China, a country he’d never visited or had any language skills. We also review the state of the ever shifting eSports business, and where he sees that industry headed.

Oh, and he provides some tips on what to do if ever served that steaming helping of bullfrog soup. So bon appetit.

ABOUT THIS PODCAST

The Sports Business Conversations podcast is a production of ADC Partners, a sports marketing agency that specializes in creating, managing, and evaluating effective partnerships between brands and sports. All rights reserved.

YOUR HOST

Dave Almy brings over 30 years of sports marketing and sports business experience to his role as host of the "1-on-1: Sports Business Conversations" podcast. Dave is the co-Founder of ADC Partners.

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