Edmonton, Alberta, Canada
Currently operating a portfolio of fractional leadership roles | Elected Member at Canadian Olympic Committee | Driving Global Sports Business Growth & Investment | Sports Media Leadership | International Market Expansion I've spent 25 years building things in global sport that most people said couldn't be done. In 2011, I co-founded ONE Championship with no staff, no events, and no fanbase. I built it into Asia's largest sports media property — broadcast in 150+ countries, sold-out arenas across Southeast Asia, the #1 most-viewed sports content on Facebook in Asia, and a valuation that crossed a billion dollars. To get there, I lobbied governments where combat sports were illegal, convinced governments to open their borders to a sport they'd never seen, and negotiated broadcast rights at a time when MMA had zero institutional credibility in the region. I also launched ONE Elite Agency — a talent and IP business creating revenue streams beyond live events. Before ONE, I spent six years at ESPN Star Sports structuring broadcast partnerships, running commercial operations, and leading some of the region's most significant sporting properties. I know how sport media deals get done because I've spent a career doing them. I've led sponsorship campaigns across the Olympics, Commonwealth Games, PGA Tour, IAAF World Championships, X Games, and more. I've run a CFL franchise as President & CEO — rebuilding commercial operations and re-engaging a fractured fanbase. I've operated in markets where most Western executives don't know who to call, across Southeast Asia, China, North America, and the Middle East. Right now I'm working on a few select projects. I'm Founding Partner of the EPIC World Championship — the world's premier amateur pickleball event, supported by the Singapore Tourism Board. I'm leading Asia-Pacific strategy for Snow League, Shaun White's reimagined global winter sports competition. I'm advising on ventures spanning F1, eSports, and AI — and I'm an elected member of the Canadian Olympic Committee. I'm not looking for my next job. What I am open to — selectively — is working with investors, founders, and funds who are serious about building something significant in sport. Not advising for the sake of advising. Partnering with people who have the capital, the conviction, and the patience to build properly — and who understand that what I bring to the table has taken 25+ years and several continents to develop. Connect with me for insights on pickleball, sports business growth, athlete management, global expansion, and brand partnerships.
Currently operating a highly select portfolio of fractional leadership roles in global sport properties: 1. The Snow League, Founded by Olympians Shaun White and Eileen Gu. Role: Head of APAC - Successfully launched the inaugural China event and led venue, media rights, hired local teams, and government partnerships. 2. EPIC World Championship in Amateur Pickleball. Role: Founding Partner and have sold majority share of business, current leadership and advisory role 3. INZDR with 2x F1 World Champion Mika Hakkinen. Role: Advisor, AI development, project management
Elected Member (Class B)
EPIC is a global sports organization redefining mass participation by bringing together athletes from around the world for inclusive, premium championship experiences in pickleball. Created by an incredible international leadership team and the visionary brand innovators at The Wolfpack - the amateur athlete is at the EPICentre of everything we do. Supported and sponsored by The Singapore Tourism Board, the EPIC World Championship is the pinnacle of amateur competition. Millions of amateur players from around the world compete to earn a spot at the EPIC World Championship either through winning a local qualifying tournament or being a top-DUPR ranked player in their country. EPIC integrates tournament play, community engagement, prize incentives, sport-tourism, and premium experiences for amateur players competing at the World Championship in Singapore. Visit www.EPICWorldChampionship.com
Board of Governors, Public Member https://www.macewan.ca/campus-life/news/2022/11/news-bog-cui-22/
Led the expansion of ONE Championship's international business portfolio with the creation of Asia's leading sports management agency at the precipice of representing global icons, World Champion athletes, Asian entertainment talent, and Asian celebrities. We manage and develop a lifelong 360 degree strategy to help our clients achieve their dreams beyond the boundaries of sports competition.
Fellow Board Members with some of the world’s leading investors: Heliconia Capital, Temasek, and Sequoia Capital