Endeavor hires XG Entertainment co-founder to lead China arm

Sum Huang

Endeavor has appointed Sum Huang as its CEO in China.

Huang was most recently a partner at Shanghai-based XG Entertainment, which he co-founded. The company produces content for domestic streamers and is backed by tech giant Alibaba.

Before that, Huang was at investment firms Hony Capital and US-based AEA Investors.

Mark Shapiro, Endeavor’s president, said: “Sum’s entrepreneurial background and deep understanding of media will help us enhance the strong offering we’ve built across entertainment, sports and fashion in China and APAC more broadly.

“In this next phase of our growth, Sum will ensure we continue delivering exceptional local-market expertise for our clients and partners while expanding our footprint across the region.”

Endeavor set up its Chinese arm in 2016 as a joint venture with an array of investors including Sequoia Capital China and domestic media giant Tencent.