Barbara Zhang
President, Druid Sport China
Experience
Barbara is one of the most highly regarded sports marketing executives in China with 15 years’ experience at IMG. She has extensive knowledge and experience as well as top level management, consulting and negotiation skills in sports events, sport tourism, recreational properties and operation of sport facilities.
As VP of IMG China, she led sports and leisure market research, signature events strategy and operations as well as sports and leisure facilities business planning and development. Driving the company’s growth activities, she generated new businesses and firsts in the world of sport and entertainment, working with government institutions throughout the country to promote cities and provinces.
Highlights include the organisation of the Beijing NBA exhibition games of LA Lakers, NY Knicks and San Antonio Spurs, and the ATP Champions Tour to Chengdu. From 2012, she spearheaded the development of Mass Participation events in China including the Beijing International Triathlon, The Colour Run events across China (+1M runners) and Run To The Beat Half marathon, overseeing the event production and management, as well as sponsorship sales and sponsor services.
Babara is a lecturer on sports marketing for MBA courses including Olympic economy seminar, the US Embassy corporate investment seminar, and Fudan University MBA.
Druid
In 2020, Barbara joined Druid Sport China as President. Leading the China team, her achievements include the signing of a 5-year event deal (2023-27) of Desafio China By La Vuelta Beijing Changping (Cycling) and 3-year event deal (2024-26) for “Challenge Beijing” Triathlon with local governments, overseeing event executions.
Qualifications
2005-2020: Vice President, IMG
2003-2005: Bowling Green State of University, Ohio, Master Degree in Sport Administration
2001-2003: Project Director, Administration Dept, Beijing Olympic Organizing Committee
1976-2001: Athlete and coach of the PLA (People’s Liberation Army)
Favourites
Her favourite sport is tennis.
