Dear Members and Friends of SwissCham,

SwissCham is delighted to invite you to the Infront Book Launch at Maison France-Chine on February 17, co-organized by Infront, the Benelux Chamber of Commerce in China and CCI France-Chine, followed by a networking.

This event aims to discuss the future of the sports industry by analyzing provoking anecdotes and scenarios from book "Brave New Sport" published by Infront and Swiss think tank W.I.R.E. – what place and time better to discuss the future of sports than in Beijing during the 2022 Winter Olympics!

Sport has always prepared people for their life challenges through playful competition. Today, the sports landscape is embedded in a context of unprecedented change: rising health cost, technological disruptions, and climate change pose existential risks for society, economy, and environment. Can sport empower humanity to tackle some of the biggest issues of our time?

The answer might be yes – because the world of sports is also at a tipping point. Algorithms will replace human decision-making processes both on center stage and behind the scenes. The rise of new markets will reshape how sports are organized, financed, and performed. And athletes will increasingly use virtual platforms to act more independently than ever.

Brave New Sport indicates that the next generation of participation and spectator sports has the transformative potential to lead the way into the future and empower 21st century society. This involves not only integrating sport into the public infrastructure or sensitizing audiences for sustainability, but also redefining how humans interact with autonomous machines.

We are looking forward to welcoming you on February 17.

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中国瑞士商会与Infront, 荷比卢商会，中法工商会合作，诚邀您参加于 2月 17 日举办新书发布会及社交活动。

本次活动旨在通过分析Infront和瑞士智库W.I.R.E出版的《勇敢的新体育》一书中的趣闻轶事和情景，探讨体育产业的未来。恰逢2022 年冬奥会，这正是一个在北京探讨体育未来的绝佳时机！

体育总是通过有趣的比赛让人们做好准备迎接生活的挑战。今天，体育领域处于前所未有的变化背景中：不断上升的健康成本、技术中断和气候变化对社会、经济和环境构成了生存风险。体育能让人类解决我们这个时代的一些重大问题吗？

答案可能是肯定的——因为体育界也处于一个转折点。算法将取代中心舞台和幕后的人类决策过程。新市场的兴起将重塑体育运动的组织、资助和执行方式。运动员将越来越多地使用虚拟平台更加地独立行动。

Brave New Sport 表明，下一代参与性和观赏性体育具有变革潜力，引领未来，赋能 21 世纪社会。这不仅涉及将体育运动融入公共基础设施或提高观众对可持续性的认识，还包括重新定义人类与自主机器的交互方式。

欢迎2月17日与您相聚。

With best regards,

Your SwissCham Team