Simon Chadwick is Global Director of Eurasian Sport and Professor of the Eurasian Sport Industry at Emlyon Business School. He is also Founding Co-Director of the China Soccer Observatory (part of the Asia Policy Institute at the University of Nottingham, UK). He was previously a Founding Co-Director of the University of London's Birkbeck Sports Business Centre, a role he similarly fulfilled with Coventry University's CIBS - Centre for the International Business of Sport. In addition, he has worked at several of the world's most prestigious business schools, including IESE in Spain, Otto Beisheim in Germany, Tsinghua in China and COPPEAD in Brazil. Simon has written countless articles, books and research reports for the likes of Sloan Management Review, the Wall Street Journal, UEFA, Mastercard and Financial Times Prentice Hall. In addition, Simon has worked with some of the biggest names in sport, such as FC Barcelona, Adidas, the Association of Tennis Professionals, Nielsen, the European Clubs Association and Ping. He is currently engaged in work examining the links between sports sponsorship and soft power; the industrial development of sports in the Gulf region; China's quest to become a leading football nation; the phenomenon of transnational sports fandom; the role social media plays in sport; and the way equity in sports brands is built through experiential marketing.