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Tobias Larsson
Co-Founder & Vice President

Originally from Sweden, Tobias Larsson has over 20 years of management attainment in China and Asia Pacific, bringing a wealth of knowledge and experience in automotive marketing, sports marketing, public relations and live entertainment. 

Starting his China career in 2001, his ventures included the Beijing Jazz Festival and the Heineken Beat, followed by a series of large-scale international sporting events and competitions in a number of Chinese cities, working closely with local government and international sports federations.

 

In 2005, Tobias joined Ruder Finn Public Relations as a key member of the team that developed the Audi communication success story in China, driving and creating benchmark brand and product campaigns. He also oversaw multiple high-profile campaigns for blue-chip clients like Citibank, Harley Davidson, Hermes and Michelin.

Recruited to Mercedes-Benz in 2008 as Head of Events & Sports Marketing, Tobias led the strategic creation and execution of numerous benchmark launch campaigns and brand events. He also spearheaded the brand’s sports communications, driving the brand ambassador collaborations with top athletes like Roger Federer, Kobe Bryant and Li Na, as well as managing brand partnerships like the Mercedes-Benz Arena, Shanghai ATP Masters, China Tennis Association, and the Mercedes-Benz F1 and motorsports activation in China.

Subsequently in 2014, as Senior Product Manager, Tobias oversaw the product planning and market strategies of the brand’s S-Class, AMG & Roadster portfolios, also launching the Mercedes-Maybach brand in 2015

Tobias joined the Anschutz Entertainment Group (AEG) in 2016, relocating to Shanghai. As Vice President he oversaw the company’s Asia Pacific BD and Operations, including Mercedes-Benz Arena (Shanghai), Damai Center (Dalian) and various new venue development projects in the Asia Pacific region. In 2019, he joined the Venue Asia team.

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