Jason Li

My Graduate Story

My name is Jason, and I graduated from the University of Birmingham with an MSc in Sports Policy, Business and Management. Today, I work as Head of Sports at the UK Government’s Department for Business and Trade (DBT) China, based at the British Embassy in Beijing, where I support UK-based sports businesses in succeeding in the Chinese market. I focus on strengthening trade and investment ties between the UK and China within the sports economy sector, promoting collaboration and commercial opportunities across both markets.

A Day in my Life

A typical day in my role as Head of Sports at DBT China involves a mix of strategic engagement, market analysis, and stakeholder coordination. I regularly speak with both UK and Chinese sports stakeholders to understand the evolving demand in China, identify opportunities for UK businesses, and assess any market access barriers.

Much of my time is spent facilitating connections—whether through virtual introductions or planning and hosting offline events such as trade missions, business forums, and networking receptions. I also work closely with Chinese regulators and industry bodies to advocate for better business environment and help UK companies navigate regulatory challenges.

Every day is different, but the common thread is building bridges between the UK and China’s sports economies to unlock commercial opportunities and foster long-term partnerships.

My Journey to UK Government’s Department for Business and Trade (DBT)

I discovered this role on LinkedIn and immediately recognized it as a challenging yet exciting opportunity. Knowing it would push me outside my comfort zone, I took the time to thoroughly prepare—researching the department’s work, understanding the UK-China sports landscape, and seeking advice on interview techniques. I reminded myself to be brave, embrace the challenge, and not let the fear of failure hold me back. That mindset helped me approach the process with confidence and determination.

My Birmingham Experience

During my studies, I had the opportunity to visit many towns and cities across the UK and Europe, immersing myself in local sports, culture, and society. Experiencing these environments first-hand broadened my worldview and deepened my understanding of the global sports economy. This overseas experience helped shape a more diverse, open, and inclusive mindset—qualities that continue to guide me in my professional journey.

Birmingham’s Impact

Through critical thinking, self-discipline, and a deeper understanding of the sports economy—gained from case studies and academic courses—I developed greater confidence and a broader perspective. These experiences equipped me with the mindset and knowledge needed to take on my current role.

Advice for Students

Be brave and confident in exploring new opportunities.

Understand your passions and strengths, and align them with real market needs.

Stay grounded—dream big, but take action step by step. Success is built through vision, self-awareness, and consistent effort.