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    Asian Electronic Sports Federation (AESF) works together with Coventry University to boost expertise in Esports management

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

    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.

    This partnership is also looking to create more student experiences, one that includes potential internship programmes and the production 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.

    “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.”
    Sebastian Lau – AESF Director General

    Mr Lau who happens to have Coventry University as his Alma Mater, , 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.

    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.

    Comments on this milestone;

    “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 Simon Gérard – Course Director, MSC Sport Management, Coventry University
    : “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.”
    Dr David Pilsbury – Deputy Vice-Chancellor, Coventry University
    “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.”
    Kenneth Fok – AESF President

     

    For more information on the AESF, you can visit their website here.

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