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Sooper Star Management Limited
Sooper Star Management Limited
DELIVERING COMMERCIAL SUCCESSS FOR HONG KONG’S SPORTING HEROES
2021 was a banner year for HKUST: along with celebrating the 30th anniversary of the university’s founding, it truly was a year to remember for Queenie Soo as well. Despite the ongoing pandemic, she continues to grow Sooper Star Management, her start-up that connects the city’s athletes with local businesses. The 2019 BBA graduate isn’t the typical sports agent or manager who’s out to squeeze athletes - in fact quite the opposite, and for good reason. Her sister is Hong Kong table tennis star Minnie Soo (who is enrolling at HKUST later this year), who enthralled Hong Kongers with her performance at the Tokyo Olympics enroute to her bronze medal.
Queenie says prior to the city’s recent success at the Tokyo Games, Hong Kong never really had sports agencies that properly represented our sportspeople like they do in other countries. “
“Most of the time, it was primarily track and field athletes that got the most attention from local businesses for advertising and marketing purposes, which was strange considering athletes from other sports also have outstanding results, and it indicates brands didn’t bother to match our sportspeople’s identity with their products.”” Queenie explains. Since last summer, that’s changed with gold medalist fencer Cheung Ka-long, and mixed-doubles shuttlers Tang Chun-man and Tse Ying-suet garnering significant sponsorship money and marketing opportunities. Encouragingly, Hong Kong companies are broadening their advertising reach and promoting particular ideals with their athletes, as opposed to just pushing a particular brand.
Sooper Star won’t be greedy about trying to line up as many local sportsman and women however; Queenie receives referrals from Minnie, so there’s a personal connection already. Furthermore, the UST alum is a former HK team representative, allowing Queenie to empathize with the needs and scheduling demands a professional athlete faces every day, something most other sports agents in Hong Kong don’t understand.
“For years, local sportspeople were asked to commit ridiculous hours for sponsors, and at pathetic hourly rates too,” Queenie says. After such experiences, some HK athletes are understandably wary of sponsorship deals and other forms of corporate tie-ups, and for this reason, Sooper Star Management continues to expand its lineup steadily. When asked about what sort of people she’d want to employ, Queenie responds, “Personality is critical, so is having the right attitude. When I was at UST, the various internships and other business responsibilities gave me vital experiences that helped me for sure.”
She was a winner at HKUST, and thanks to Queenie’s hustle and athletes-first mindset, many Hong Kong sportspeople can become winners on and off the sports arena too. Sooper Star Management truly represents a pioneering new age for the city’s athletes, and it can’t happen soon enough.