James has more than 25 years’ experience in the sports marketing field in Asia. Having worked for IMG for 15 years across ASEAN as well as Total Sports Asia where he engaged mostly with the business side of football to where he is now at FIBA Marketing, the focus of his career has been business development and sponsorship. Whether it be with commercial brands, GLCs, government agencies or otherwise, James focus has been to seek win-win situations and deliver value to both rights holders and partners. James focus has been to support the further development of the sports marketing industry in Asia through the implementation of forward-thinking strategies.