Easyfind and NASIA sign strategic cooperation agreement to jointly promote the innovative development of North American sports media
On June 23, 2025, against the backdrop of rapid upgrading of global sports content and increasingly diverse cultural narratives, Easyfind and NASIA officially signed a Memorandum of Understanding on Strategic Cooperation (MOU), marking a three-year in-depth cooperation between the two parties in the fields of sports content creation, cultural narrative and cross-border communication, and jointly promoting the innovation of communication methods and global influence of the North American sports industry.
The signing ceremony was held at NASIA's headquarters in Southern California. Easyfind was represented by Creative Director Yi Ziyu, and NASIA was presided over by Chairman and CEO Martin Ma. The cooperation will focus on the 2026 World Cup in North America and the 2028 Los Angeles Olympics, covering multiple core areas such as sports documentary production, athlete brand building, cross-border media release and multilingual content co-production. According to the agreement, Easyfind will become NASIA's only designated partner in sports content creativity, brand narrative and communication design. This cooperation is the first time that NASIA has authorized an external organization to fully lead content planning, marking an important transformation of its content production model.
This cooperation is not only a linkage between institutions, but also a cross-border alliance driven by "creative leaders". As the main planner of this strategic cooperation, Yi Ziyu's outstanding comprehensive curatorial ability, content design ability and international communication vision have become the most critical bridge between Easyfind and NASIA.
"Yi Ziyu is not only the initiator of our strategic cooperation, but also the chief designer who turns creativity into executable solutions. The communication framework she developed for NASIA has an international vision and cultural sensitivity, laying a solid foundation for our upcoming series of global communication projects."
——Martin Ma, Chairman of NASIA
During the entire cooperation process, Yi Ziyu undertook key tasks such as content architecture design, project module planning, and international communication strategy formulation. She is the only planner and coordinator at the creative and execution levels of the agreement. In the first two rounds of voting for the implementation of the agreement, the NASIA Board of Directors clearly designated Ms. Yi as the leading role in all content cooperation in the next three years. The "North American Sports Narrative System Proposal" she submitted was unanimously approved by all NASIA review committee members and adopted as the association's official communication benchmark document. As an expert with more than 10 years of creative experience in international events, Yi Ziyu has previously led several heavyweight cultural projects, including the Asian Film Festival, the International Art Festival, and the Global Digital Asset Summit. At the Los Angeles Conference of the "Global Overseas Warehouse Organization", she integrated Chinese and American media resources and technology platforms to successfully create an international logistics cooperation window. In many projects, she not only served as the overall planner, but also led the implementation of stage design, processes, AR/VR, etc., and has the full-chain operation capabilities from planning to transformation. According to the terms of the agreement signed by both parties, Easyfind will become NASIA's exclusive strategic partner in content creativity, brand narrative and sports communication. The cooperation focuses on athlete stories, youth sports growth, industry chain ecology and social humanities integration, aiming to create an international communication project with both commercial value and cultural depth.
This cooperation with NASIA is considered by the industry to be a key innovative breakthrough in creative-driven sports communication. NASIA is a non-profit organization registered in the United States in 2023, focusing on the global communication and cross-cultural collaboration of the North American sports industry. Its members come from international sports organizations such as ESPN, NBA China, Nike, and Adidas, and are committed to promoting the social value reconstruction and global expression of sports content. Mr. Ma Ming was a senior executive of Nike China Market and a senior executive of CBA professional clubs. He has rich experience in youth sports projects and sports technology project management.
According to the agreement, the two parties will jointly launch the first batch of sports documentaries and short video series at the end of 2025, focusing on topics such as athlete growth, youth sports, event humanities landscape, and social integration. The content will cover North America, East Asia, the Middle East and other regions, and will be launched simultaneously through the NASIA official platform and international mainstream channels.
"This is not only a cooperation between organizations, but also a high integration of concepts, systems and execution. We hope to connect sports content with human emotions and the spirit of the times through creative expression." -- Yi Ziyu
NASIA Chairman Ma Ming also said: "With major global sports events approaching, we have the responsibility to actively shape the narrative space outside the events. The cooperation with Easyfind will bring us works with more cultural penetration and market vitality, and continue to promote the global expression of North American sports content."
Mr. Ma Ming is a senior expert in the international sports industry. He has served as the sports marketing manager of Nike (China) and the executive of the CBA club under the Chinese Basketball Association. He led the creation of the Nike China High School Basketball League and promoted the development of many youth sports brands. In recent years, he has been committed to sports technology and international exchanges, and founded NASIA in the United States in 2023, aiming to build an international collaboration and innovation exchange platform for the North American sports industry.
This cooperation is considered by many industry analysts to be a new model of "creative strategic cooperation", and it also reflects the irreplaceable role played by Yi Ziyu in the international sports culture content system. It is reported that the two parties will start the filming and production of multiple joint projects in the second half of 2025. The relevant content will be released simultaneously through NASIA's official platform and international cooperative media, and will be disseminated in multiple languages to North America, Asia and the global market.
At a time when sports culture is developing rapidly globally, the strong alliance between Easyfind and NASIA has opened a new chapter in creativity-driven sports communication and set an example for global sports industry cooperation.
