THE FOUNDERS

Keld Kristiansen
Executive Chairman
Leveraging his experience as a former professional athlete, Keld established a sports marketing company based in Asia in 1992. For the last 20 years, he has successfully developed sports, entertainment and media properties across the globe with specific focus on the Asia Pacific region in a wide range of projects such as European and PGA Tour golf events, ATP and WTA tennis events, FIA motorsport events, sailing and media partnerships.

Melvin Chia
Executive Director
Melvin’s grassroots in advertising helped his successful transition to events where he has accumulated 15 years of valuable experience in designing, planning, selling, marketing and managing various events.Through his active involvement in sports bodies and associations, he commands a firm understanding of the administrative and political aspect to this business which is vital in developing key strategies for the company.