Yao Williams: VP of Global Partnerships, ESL FACEIT Group

Sports Business Conversations

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.

Mentioned in this episode:

SponsorCX

SponsorCX helps properties efficiently manage all their sponsorships to improve collaboration with their partners.

SponsorCX