Rufio Zhu is Vice President, Digital at Mailman, a leading sports digital agency and IMG company. Rufio has deep expertise in China’s digital sports landscape, having worked with elite global rights holders over the years including UEFA, Chelsea FC, Tottenham Hotspur, the IOC, FIFA, and Cristiano Ronaldo’s digital team.
Rufio joined Mailman in 2014 when the agency was in its early stages, quickly establishing its reputation as China’s premier sports digital partner. Under his leadership, Mailman has become the go-to agency for international sports properties entering the Chinese market, with Rufio personally driving innovative digital strategies that redefine fan engagement.
Notably, Rufio spearheaded Mailman’s ground-breaking partnership with Weibo to launch China’s first sports dedicated MCN, setting a new industry standard for content distribution. He also led Mailman’s record-breaking 2022 Qatar World Cup campaign, building the most-followed football presence on Douyin (TikTok) in China—surpassing even FIFA. Additionally, Rufio negotiated Cristiano Ronaldo’s high-profile partnership with Kuaishou, demonstrating the power of digital platforms in athlete branding.
A recognised thought leader, Rufio regularly shares insights at major industry forums and through data-driven reports, shaping the future of sports marketing in China’s digital ecosystem.
