AESF’s latest partnership to recognise and boost Coventry University’s expertise in Esports management

The Asian Electronic Sports Federation (AESF) is proud to announce its strategic partnership with Coventry University which aims to enhance the institution’s expertise in a growing area of sports management.

Left to Right: Crystal Zhang, SMM Associate Head for Global Engagement; Danielle Talbot, SMM Acting Head of School; Sebastian Lau, AESF Director General; Steve Kim, AESF Chief Operations Officer.

The partnership will further research collaboration and provide students enrolled on Coventry University’s Sport Management and other relevant courses with opportunities in a dynamic new industry.

The AESF and Coventry University will also be looking to create more student experiences, including potential internship programmes and the production of case studies on Esports. Last but not least, the meeting between both parties discussed more opportunities for course development, which includes introductory sessions on Esports and support in the development of course topics for the curriculum.

The main areas covered by the partnership are:

  • Key speakers from the esports industry will be invited to the Coventry-AESF Webinar series, with the first taking place in July, led by Sebastian Lau, AESF Director General.
  • Research collaboration, with industry and academia collaborating on a variety of areas of interest, such as governance, gambling, and social responsibility in esports. 
  • Enhancing student experience, with Coventry Business School students accessing field trips to AESF events, work experience opportunities with AESF, and Collaborative Online International Learning with AESF and its members.
  • Future course development, where Coventry Business School can use the expertise of AESF to embed esports more fully into our sport management courses, helping attract students from across the world interested in this rapidly growing area of sport, while AESF can work with Coventry Business School academics to develop sports management CPD courses for its member federations.

Commenting on this milestone; 

Sebastian Lau, AESF Director General, said: “Coventry University’s expertise in sports management and business studies will help further support our member associations, players, and officials in developing content around the education of esports. This collaboration not only signifies AESF’s continuous effort in supporting this industry, but it also reflects Coventry University’s dedication and commitment to adapting and keeping up with the times.”

Mr Lau, who is also a Coventry University alumnus, has been invited to join the School of Marketing and Management (SMM) Business Advisory Group within the university’s Faculty of Business and Law. The group advises the school in terms of course design, up-to-date industry knowledge and helps it to maintain industry connections.

Dr Simon Gérard, Course Director, MSc Sport Management, Coventry University, said: “We are proud to lay down the foundation of a long-lasting partnership with the AESF, that offers tremendous opportunities in terms of students’ experience. This agreement will also foster the development of impactful, multi-disciplinary research on this fast-changing and growing sector.”

Dr David Pilsbury, Deputy Vice-Chancellor (International Development) said: “We are delighted to have reached this key milestone in developing this crucial partnership for the university. We understand the importance of esports globally and in Asia particularly and are delighted at the opportunity to work with the AESF to support the athletes, players, officials and associations who make up this vibrant community as it continues its rapid growth and innovation.”

Kenneth Fok, AESF President, said: “I would like to celebrate this close relationship we are forming with Coventry University, one of the UK’s most esteemed educational institutions. Not only does it benefit the AESF and our member associations, but it also opens the doors to many more potential partnerships from academia going forward. This will not only be beneficial to our athletes but also various stakeholders in this industry. We look forward to supporting our esports community as well as future talents for their growth and further development in collaboration with Coventry University.”

Asian Electronic Sports Federation (AESF) is the sole governing body of Esports in the Asian region which is recognized by the Olympic Council of Asia (OCA). Following the tremendous growth of Esports over the years – with Esports becoming an official medal event at the 2007, 2009 Asian Indoor Games and the 2013 Asian Indoor and Martial Arts Games, along with the recent implementation of Esports as a demonstration game at the 2017 Asian Indoor and Martial Arts Games, the AESF also successfully staged Esports at the 2018 Asian Games in Jakarta and the 2019 Southeast Games in Manila. The momentum continues as Esports will feature at the 2021 Asian Indoor and Martial Arts Games in Thailand as an official medal event. Following the launch of the planned ‘AESF e-Masters’ series the AESF will soon introduce two more circuits; the ‘AESF University Championship’ and ‘AESF Amateur League’ to cater for the Esports community in Asia.

For more information on the AESF, you can visit www.aesf.com or contact the respective media office at secretariat@aesf.com.

Leave a Reply

Your email address will not be published. Required fields are marked *