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Jay Li is the Vice President and General Manager for Greater China at the WWE. Prior to joining the organisation he held multiple leadership positions in key industries in China and the U.S. Li leads WWE’s strategic business development initiatives and day-to-day operations in China and works in conjunction with local government authorities and partners across all of WWE’s lines of the business including television, live events, marketing, sponsorship, new media, licensing and merchandising.
We caught up with Li backstage at the inaugural Leaders Sport Business Summit in Beijing last year. In this short interview, Li discusses the importance of emerging markets to the WWE, particularly China and India, at a time when 30% of the organisation’s revenue now comes from outside of the United States. He also explains the WWE’s strategy for engaging the Chinese audience, which has been an ongoing process for the last 10 years since the organisation opened its first office there. And finally, he offers an insight into how the sports market is developing and becoming more sophisticated in China.
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