This event, an initiative co-organized by Infront, the Swiss Chamber of Commerce in China, the Benelux Chamber of Commerce in China and CCI France-Chine aims to discuss the future of the sports industry by analyzing provoking anecdotes and scenarios from book "Brave New Sport" published by Infront and Swiss think tank W.I.R.E. – what place and time better to discuss the future of sports than in Beijing during the 2022 Winter Olympics!

Sport has always prepared people for their life challenges through playful competition. Today, the sports landscape is embedded in a context of unprecedented change: rising health cost, technological disruptions, and climate change pose existential risks for society, economy, and environment. Can sport empower humanity to tackle some of the biggest issues of our time?

The answer might be yes – because the world of sports is also at a tipping point. Algorithms will replace human decision-making processes both on center stage and behind the scenes. The rise of new markets will reshape how sports are organized, financed, and performed. And athletes will increasingly use virtual platforms to act more independently than ever.

Brave New Sport indicates that the next generation of participation and spectator sports has the transformative potential to lead the way into the future and empower 21st century society. This involves not only integrating sport into the public infrastructure or sensitizing audiences for sustainability, but also redefining how humans interact with autonomous machines.

For more information on the publication visit


Olivier Ceccaldi

General Manager at Infront

Kelvin Fang

Managing Director of FIBA China

Helene Lemerle

Founder of Didou Consulting

Kenneth Li

President at Waitex Group

Tom Hoogendijk

Marketing Director of Infront

Romuald Nguyen

Managing Director of French Football Federation (FFF) in China

More about our speakers


CCI France Chine Office 中国法国工商会
2F, Building 81, No. 4 Gongti North Road,
Chaoyang District, Beijing

Beijing, China


See route

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