September 3rd, Hong Kong hosted the inaugural World Football Summit (WFS), marking the first time the global football industry convened in the city. Renowned for connecting and empowering the global football ecosystem through world-class events and expert-led discussions, the Hong Kong edition underscored Asia’s growing role in shaping football’s future.

The star-studded line-up included legendary referee Pierluigi Collina, FIFA Chief Business Officer Romy Gai, and football icons Rio Ferdinand, Carles Puyol, Javier Zanetti, Fabio Capello, and Davor Šuker. Senior officials such as Eric Fok, Chairman of the Hong Kong Football Association, Rosanna Law, Secretary for Culture, Sports and Tourism of Hong Kong, and Datuk Seri Windsor John, General Secretary of the AFC, further highlighted the summit’s global significance.

Our Global Chief Commercial Officer, Echo Li, joined the panel “Looking East: European interest in Asia and the major players making it an upcoming powerhouse” alongside Shannon Moloney (Tottenham Hotspur), Luc Timm (Bayern Munich), and Philipp Wunderlich (Red Bull), moderated by Ewan Ross (Meltwater). The conversation explored fan engagement and commercial strategies between Europe and Asia.

Echo reflected on the shifting dynamics: “A decade ago, many clubs treated the region as a tourist stop — summer tours, press events, and fleeting partnerships. That worked during the golden rush, when Asian brands were eager to invest in global sports. But today, Asia is more complex and demanding. Success now requires commitment. Asia is soil to incubate.”

She highlighted how the region has entered a stage of consolidation: only serious players remain — major Asian brands with genuine global ambitions. “We feel it first-hand: supporting Toyota’s entry into the NFL, helping OPPO continue its Champions League journey, and bringing Marina Bay Sands to the Ferrari F1 team. These are not opportunistic plays; they are deliberate moves by brands anchoring themselves to premium properties. That’s progress.”

She pointed to examples shared by her fellow panelists reinforcing the shift with international rights holders prepared to invest for the long term in the region. Bayern Munich building cultural relevance in Asia. Spurs activating grassroots engagement with AIA. Red Bull embedding itself in Japan. Efforts by the different clubs to drive deeper, community-driven engagement and build long-term loyalty and commercial impact.

Echo also brought a creative lens from her experience as the first Chinese juror for the Cannes Lions Sports jury. With football dominating over half of last year’s shortlisted campaigns — and both 2024 and 2025 Grand Prix winners — she noted: “Football remains a powerful creative playground. But true breakthroughs come when brands integrate into fan culture and drive social impact.”

As an example, she highlighted the Runner 321 campaign, which began at the Boston Marathon and expanded across 327 races worldwide highlighted the need to evolve beyond traditional sponsorship models and embrace bold, innovative storytelling that resonates authentically with fans.

WFS Hong Kong made it clear: Asia is no longer just a destination for football — it is an active driver of the game’s evolution. For DSI, the summit reinforced our commitment to helping brands and rights holders connect global IP with local audiences, turning passion into purpose and building partnerships that deliver cultural and commercial impact.