Event Details

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.


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!



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。


With best regards,

Your SwissCham Team


  • Olivier Ceccaldi (General Manager at Infront China)

    Olivier Ceccaldi

    General Manager at Infront China


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  • Kelvin Fang (Managing Director of FIBA China)

    Kelvin Fang

    Managing Director of FIBA China


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  • Hélène Lemerle (Founder of Didou Consulting)

    Hélène Lemerle

    Founder of Didou Consulting


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  • Kenneth Li (President at Waitex Group)

    Kenneth Li

    President at Waitex Group


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  • Romuald Nguyen (Managing Director of French Football Federation China Office)

    Romuald Nguyen

    Managing Director of French Football Federation China Office


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  • Tom Hoogendijk (Marketing Director of Infront China)

    Tom Hoogendijk

    Marketing Director of Infront China

    Moderator & Speaker

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4:00 PM - 4:30 PM
Registration & Walk-in
4:30 PM - 4:40 PM
Word of Welcome
4:40 PM - 5:05 PM
Presentation: “Globalized sports markets and the powerful East”
5:05 PM - 6:00 PM
Panel Discussions & Q&A
6:00 PM - 7:00 PM
Networking Cocktail



Members of SwissCham, Benelux and CCI France Chine

Standard Price Complimentary
Standard Price RMB 150