Beatrice Lee

CEO, BSI VR

Based in Singapore, Beatrice has over 16 years’ experience in the sports marketing industry. She joined Aser Group in October 2016 as the CEO of Baofeng Sports international, a JV between Aser & Baofeng China. She manages the company business expansion and operations globally.

Beatrice was with MP & Silva for 7 years since October 2009 as the Managing Director, Asia Pacific, where she managed all commercial & operations across the region, excluding Japan and Korea.

Previously, she was the Commercial Director at Infront Sports & Media’s Beijing office, where she was in charge of the commercial rights for the Chinese national football and basketball teams and assisted in the sale of FIFA archive rights across Asia.

Prior to Infront, Beatrice spent five years at the Total Sports Asia agency, at first in regional sales and latterly as the Senior Manager for Business Development.