The International Skating Union (ISU) is thrilled to announce the appointment of Jiao Li as its new Chief of Commercial and Marketing Officer.

Jiao Li brings over a decade of commercial expertise in the global sports industry, with experience spanning China, Switzerland, and Singapore. She is widely recognized for her accomplishments in business development, media rights and content production, and she has a proven track record of forging innovative partnerships with world-leading sports organizations and rightsholders.

In her new role, Jiao will lead the ISU’s commercial and marketing efforts, focusing on several key areas:

• Global commercial strategy: developing and implementing a comprehensive commercial strategy cross media rights, marketing partnership and licensing.
• New market penetration: setting and achieving global commercial goals while identifying opportunities for market expansion and building strong relationships with international stakeholders.
• Fan engagement and communications: driving fan engagement through targeted marketing strategies and increasing ISU’s digital and social media footprint.

"We are delighted to welcome Jiao to the ISU family. Her vast experience and global perspective, particularly in the Asian markets, will be instrumental in driving our commercial strategy and expanding our presence in key regions," said ISU President Jae Youl Kim. "We are confident that her leadership will not only enhance our market reach but also deepen fan engagement across the globe."

Colin Smith, ISU Director General, added, “Jiao’s strategic vision and deep understanding of the sports business landscape make her an excellent addition to our leadership team. Her expertise, particularly in business development and fan engagement, will be crucial as we work towards achieving ISU Vision 2030 and enhancing our commercial success globally.”

Commenting on her appointment, Jiao Li said, “I am incredibly honored to be part of such a prestigious organization with a rich history and a promising future. I look forward to contributing to the continued growth and global expansion of the ISU by fostering meaningful partnerships, strengthening brand identity and enhancing fan engagement.”

Jiao is a graduate of the Beijing Sports University and holds a Master degree in Sport Administration in AISTS. She has previously held senior positions at NBA Asia, SportBusiness Group and Sportfive, where she led numerous successful marketing and commercial initiatives. Her appointment marks a significant step forward for the ISU as it continues to build on its legacy and pursue new heights in the world of ice skating.