About us

To promote better understanding and stronger relationships between sport businesses in China and the Arab world


Simon Chadwick

Worked with organisations including Qatar World Cup 2022, Chinese Football Association Formula E, Manchester United, Adidas, UEFA, Mastercard
Lectured at leading institutions in China, Saudi Arabia, Qatar, Dubai, as well as in other parts of Asia, Europe and the US
Authored 1,000+ publications and quoted 10,000+ times by international and global media outlets, including CGTN, Al Jazeera, China Daily and Arab News




times quoted by international media
Writing a strategy for Qatar’s Supreme Committee for Delivery and Legacy
Creating and staging a global competition in conjunction with China Everbright Bank and Tottenham Hotspur
Publishing a report on sport fan engagement in the Middle East, in conjunction with Deloitte
Designing and delivering training programmes for the Chinese Football Association
Measured sport industry size in the MENA region through research partnership with Nielsen

Yihan HU

Senior Paris-based journalist with extensive experiences in conducting high-level interviews with European heads of state and government, including Angela Merkel, François Hollande, Nicolas Sarkozy and others
Honorary professor at Shanghai Publishing and Printing College, giving French-Chinese bilingual lectures and speeches
Official media partner with the fine-dinning red book Michelin Guide in China
500,000+ followers on Chinese social media platforms




followers on social media
Opening the French Palace of Versailles’ digital exhibition in China
Producing and voicing the online audio-guide for exhibitions dedicated to Marc Chagall & Giorgio Morandi in China
Producer of million-hit art podcast programs on Chinese social media platforms such as Ximalaya
Producing documentaries about fine dinning culinary culture with Michelin Guide
Producing short videos promoting lifestyle and travel with luxury hotel groups such as Banyan Tree Residences

The way we work

Our extensive experience working in sport, business, the media and academia, enables us to draw from a Sino-Arab network of professionals to deliver products that add value to relationships between these two parts of the world
We work closely with clients to understand their needs and then with our partners to deliver solutions that meet these needs

Scope of our work

We have wide-ranging expertise in several areas of sport


Nation branding


Soft power


International relations




Competitive advantage


Industrial development




Value creation


Events, tourism and culture