Bundesliga International GmbH
Sun Fulian (Sunny) has a diverse work experience in various companies and positions. Sun Fulian is currently serving as the Head of Communications & Special Projects at Bundesliga International GmbH since November 2021. Prior to this, from 2020 to 2021, Sunny worked as the Director of Digital Media and Partnership at CBA League in Beijing, where they implemented digital media strategies and drove media rights revenue.
In 2019, they joined Bundesliga International GmbH as the Head of Marketing & BD China, where they established the China office and developed a business strategy aligned with the global strategy. Sun Fulian organized marketing events for branding and expanded fan base for clubs.
Before that, Sunny worked at Tencent as a Senior BD Manager, focusing on rights acquisition from June 2017 to February 2019. From 2015 to 2017, they served as a Business Manager in Strategy and Rights Acquisition at LeEco.
Sun Fulian'searlier work experience includes working as a Senior Business Manager at APG (Ace Pro Group Ltd) from 2012 to 2014. Overall, Sunny has a strong background in communications, marketing, business development, and rights acquisition in the sports and entertainment industry.
Sun Fulian (Sunny) pursued their Bachelor's degree in Information Management & Information System from 2007 to 2011 at Beijing Language and Culture University.
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Bundesliga International GmbH
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Starting 1 July 2017, Bundesliga International is a new full subsidiary of the DFL based in Frankfurt am Main. It succeeds DFL Sports Enterprises, which was also a full subsidiary of the DFL since 2008. Since 1 January 2018 Robert Klein – formerly CCO – leads Bundesliga International as CEO. Since 2012, the company has also operated a branch office in Singapore for the Asia-Pacific region. On behalf of the DFL, Bundesliga International markets the audiovisual media rights to the games in the licensed leagues for all platforms internationally, as well as the central sponsoring rights, brand licences and digital services of the Bundesliga. Bundesliga International is responsible for international Marketing of Bundesliga and is also a service provider for over 80 national and international contractual partners. Bundesliga games are licensed in all 211 FIFA member countries. Current licence partners include leading global media networks like FOX International Channels, beIN SPORTS and Eurosport, as well as small national broadcasters such as MAI TV in Fiji, ICRT in Cuba or RTNB in Burundi. Alongside the sustainable growth of revenue generated for the league, the international marketing activities also aim to reach global target groups. In the Commercial Partnerships division, TAG Heuer, one of the world's leading producers of innovative watches and chronographs, is the Bundesliga's first official timekeeper. There are also wide-ranging cooperations with sports manufacturer Derbystar, producer of the official match ball starting in 2018/19, subscription broadcaster Sky Deutschland and Topps, the official licence partner for stickers and trading cards. The longest licence partnership, dating back to 1998, is that with EA SPORTS, the producer of interactive entertainment products, whose game FIFA 18 once again features every club in the Bundesliga and Bundesliga 2.