Sheng Li: The man behind China's sporting revolution
A new breed of Chinese sports star is emerging. As the state plans to increase emphasis on its athletes, both men and women, super agent Sheng Li sees a future where boxer Zou Shiming could be world champion andthe country's first bona fide international superstar
There is a certain kind of hype that feeds the fight game and it has been known over the years to turn even the most casual of observers into a frothing fool.
Last weekend's Clash in Cotai II card in Macau is a case in point, with the fear of drowning under a wave of opinion a very real concern as everyone wants to have their voice heard.
But amid the madness, an audience with Sheng Li proves an illuminating experience as the chief executive of SECA sports management and events company outlines his plan to transform sport in China.
When we signed Shiming he was an athlete, but today when you look at Shiming he is a rock star
"We're trying to change the game," says the 44-year-old. "The Chinese consumer is no different to consumers anywhere - you need to give them a good product and the athletes need to know they are going to be looked after."
Li is part of the Team Zou camp that has been pointing flyweight Zou Shiming towards a world title since the start of last year. But that is simply part of a much larger plan.
Li and his team are at the forefront of a push to make sport - and the commercialisation of sport - one of the pillars of the Chinese economy. Last month the State Council said it plans to increase the sport industry's share of GDP from 0.6 per cent to 1 per cent - meaning that the plan is for sport to generate national income of around 5 trillion yuan (HK$6.32 trillion) per year by 2025.