Swee Sin, who will start the new role on 1st February, is an accomplished senior executive with over two decades of international management experience. Swee Sin joins from Lagardere Sports Asia, where he held the joint roles of Senior Vice President of Commercial Football Asia, and Country Manager for Greater China.

Swee Sin has over 25 years' experience in the sports and entertainment industry in Asia, and has held leadership roles in The Walt Disney Company, IPG/Octagon, WPP/Group M and WWE International. Swee Sin has extensive experience developing and leading commercial strategies across sponsorship, media and licensing rights brand management, research, digital, social media, client servicing as well as sponsorship activation.

Speaking about the appointment, Jochen Lösch, CEO of MP & Silva, said: "I'm delighted that Wu Swee Sin is joining us. He brings a great range of experience and skills, and his appointment is another example of MP & Silva's ability to attract the best talent from across the industry. We will be looking to Swee Sin to build on the success of the company across the region, and help build a strong pipeline of new business growth."

In addition to the appointment of Wu Swee Sin, MP & Silva has announced two promotions in its senior management team. Konstantinos Filippas, formerly Managing Director, Europe, has been promoted to Group Executive Director, Content, and is responsible for content-related issues of the group, including project development, relationship with rights holders, and acquisition processes. In addition, Roland Nikolaou, formerly Vice President, Sales, has been promoted to Group Executive Director, Commercial, and is responsible for the worldwide exploitation and monetization of the company's rights portfolio