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Professor of Eurasian Sport | Director of Eurasian Sport | Director of Centre for the Eurasian Sport Industry


Chadwick works at the intersection of sport, business, politics and technology, specifically in the context of Eurasia. With more than 25 years-experience working in some of the world’s leading business schools, he has published extensively and has worked with some of the biggest names in sport. He is widely acknowledged as a leading commentator on contemporary issues in elite professional sport.


PhD, University of Leeds, UK – Sports sponsorship


Professor Simon Chadwick is a researcher, writer, academic, consultant and speaker with more than twenty-five years experience working across global sport. He has particular expertise working at the intersection of sport, business, politics and technology, specifically in a Eurasian context.
Huffington Post identified him as being among the world's top-30 most important sports marketers; The Independent ranked him amongst its top-10 most influential business people on Twitter; and The Times described him as Britain's 'guru of sport management'.
Chadwick is Director of Eurasian Sport at emlyon, a global-top-50, triple accredited business school. He is also Professor of the Eurasian Sport Industry and Director of CESI - the Centre for Eurasian Sport. In addition, he co-founded and co-directs the China Soccer Observatory (University of Nottingham, UK).
He previously founded and directed the University of London's Birkbeck Sports Business Centre, and Coventry University's Centre for the International Business of Sport. In addition, he has worked at several of the world's most prestigious business schools, including IESE in Spain, Otto Beisheim in Germany, Tsinghua in China and COPPEAD in Brazil.
Simon has written countless articles, books and research reports for the likes of Sloan Management Review, the Wall Street Journal, The Economist, Mastercard, Newsweek, Reuters and Financial Times Prentice Hall. In addition, Simon has worked with some of the biggest names in sport, such as FC Barcelona, UEFA, Adidas, the Association of Tennis Professionals, Nielsen, European Clubs Association, Ping and Coca Cola.

Chadwick has supervised almost twenty PhD students to successful completion. In addition, he has internally and externally examined more than seventy PhD students. This includes at institutions in Australia, China, Denmark, Germany, Great Britain, Spain and the United States.

He is open to approaches from prospective PhD students who wish to undertake studies in any of the areas where he is currently active.

Scientific CommitteesTop

Chadwick was Founding Editor of Sport, Business and Management: An International Journal (Emerald), for which he still serves as an editorial board member. In addition, he was Editor of the International Journal of Sport Marketing and Sponsorship, also for which he still serves as an editorial board member. Chadwick also sits on the editorial boards of the Asian Journal of Sport History and Culture and Frontiers in Sport ad Active Living. Amongst the large number of journals for which he has reviewed papers are the Journal of Business Research and European Sport Management Quarterly.


Professional sport

Elite sport


Marketing strategy

Commercial strategy

Country strategy

Sport policy

Nation branding


International relations

Soft power


Soft power


Social media


In addition to his work with at emlyon, Chadwick is a Senior Fellow of the Asia Policy Institute at the University of Nottingham where he is also Founding Co-Director of the China Soccer Observatory. Chadwick also works closely with colleagues at Qatar University and Beijing Sport University. In addition, he teaches on courses delivered by UEFA, the Otto Beisheim School of Management in Germany, and the Real Madrid University.

Research InterestTop

For the past twenty-five years, Chadwick has been researching, writing, consulting and teaching in the field of marketing and commercial strategy in sport. Initially, his work focused on marketing communications, branding, and consumer behavior. Over the last decade, this work has been set in against of profound global shifts and the emergence of digital technologies. Hence, Chadwick’s work has shifted towards studies undertaken in a Eurasian context, and has consequently been heavily influenced by work in the fields of politics, international relations, diplomacy and digital communications.

He is currently engaged in work examining links between sports sponsorship and soft power; the industrial development of sports in the Gulf region; China's quest to become a leading football nation; the phenomenon of transnational sports fandom; the role social media plays in sport; and the way equity in sports brands is built through experiential marketing.