After 12 years at Visa International as the Vice President of Global Sponsorship and Partnership then the General Manager of China, Sheng Li founded Sports Entertainment Content Activation (SECA) in 2010.
With Sheng’s vision to create China’s own sports entertainment properties and contents to promote sports as a life-style, SECA started with sports IP development through event marketing and talent management. From year one, SECA started China’s own world class figure skating tour – “Artistry on Ice” touring Beijing, Shanghai, Guangzhou, Shenzhen and Taipei with China’s own Olympic champions performing together with top skaters from around the world.
Today, SECA operates over 100 sporting events including branded properties such as Spartan Race, Major League Boxing, Formula E Techeetah Team, China Fencing League, China Squash Open, Amazing on Ice and many more. In soccer, basketball, volleyball, table tennis, winter sports, track and field, boxing and auto racing, SECA represents over 100 athletes. Leveraging its portfolio of sporting assets, network and one of the most professional team, SECA is also the sports marketing agency of choice for many major brands in China.
In 2015, Sheng adventured into media content business to further expand SECA’s influence in China sports. With the launch of and 《China Sports》, SECA has combined its sports industry expertise with on-line OTT streaming and official sports media publications. SECA has build exclusive partnerships with the likes of International Table Tennis Federation and Badminton World Federation to create and deliver sporting contents to Chinese sports fans in a more creative, interactive and relevant fashion.
On the global stage, SECA is also actively participating in the evolution of sports through new concept creation and investment. Sheng Li is a board member of Formula E and SECA is also a founding member of the newly reformed tennis Davis Cup.
Sheng Li graduated from University of Oregon as a member of the first MBA class of Warsaw Sports Marketing Center. Sheng is the father of two daughters. The Li family kept its root in Oregon as the younger daughter is a high school junior in Oregon and Sheng is a board member of the Oregon Sports Authority. Sports is a key part of the Li family life, especially fencing and golf.