Where can we add value?

01Strategic Planning

Helping brands develop objectives and strategy, brand positioning, key audiences and channel selection,
measurement and evaluation, legacy planning

02Activation planning and delivery

Experiential marketing, corporate social responsibility, employee engagement, hospitality, branding

03Communications and PR

Press conferences, photocalls, media relations, press releases, features, media management, social media engagement

04Event delivery

On the ground event management, spectator engagement, media management, PR, hospitality, signage, logistics

05Talent representation

Strategic planning, sponsorship negotiation and management, PR & communications, daily support

Our media services

Project planning

Roles & responsibilities, timelines, objectives, budget, key messages, rights holder and sponsor liaison

Media targeting

On-going management of media database, geographic segmentation, genre segmentation (golf, sport, lifestyle, business etc), platform segmentation (TV, print, on-line etc), distribution of content to relevant media segments

Content generation

Press releases (targeted and general), bespoke stories, player interviews, Q&As, quotes, press packs, web-content, translations, media guides, official programme, advertorials, video news releases, audio news releases, photo stories, social media updates, internal communications, newsletters, e-zines

Media partnerships

Media partner identification, negotiation, sponsorship, content management , competitions, advertising, contra- deals

Media centre management

Design, facilities, set-up, staffing, information distribution, trouble-shooting, media liaison, accreditation, distribution of gifts

Press conference and photocalls

Management and set up of all press events (conferences, round-tables, briefings, breakfasts etc), MC services, player interviews, interview management, creative photocalls, branding management

Media hosting and entertainment

Invitations, transport, accommodation, events, media golf days, entertainment activities

Media monitor and evaluation

Management of clippings agency, collation

Our Story

Smile XU dreamt of becoming a journalist since she was 5 years old. After getting her double degree on full scholarship at Syracuse University and City University of Hong Kong on international politics and China studies, she pursued her master degree in Journalism and Communications before stepping into the TV industry in Hong Kong. She once interned in Phoenix TV, worked as editor at ATV, built up the whole news department at CSTV and produced her own talk show for one year there, finally she determined to combine the other two passions of hers, which are sports and PR. As a professional Ping Pong player for China at her teens, She joined the biggest UK sports marketing agency Chimes Group and served all the blue-chip clients during her 2 years service there. With extensive network in Greater China area in sports, media and marketing, Smile decided to start her own agency in 2012 and continue the pursuit of her passion in sports marketing.

Miles Group has worked for the prestigious clients in Asia-Pacific and all over the world including the Masters Tournament, HSBC/Cathay Pacific Hong Kong Sevens, Asia-Pacific Amateur Championship, The Memorial Tournament, New Orleans Zurich Classic, St. Jude Classic, Hong Kong Open, One Championship, Extreme Sailing Series, etc.

Smile has a huge passion in traveling, find dining and wine, and currently writing her books about solo travel around world.

Some of our clients

Some examples of our work



Asia-Pacific Amateur Championship

Working with Augusta National (The Masters), R&A (The Open Championship) and APGC (Asia-Pacific Golf Confederation) to promote the tournament since 2012 (2012 in Thailand, 2013 in China and 2014 in Australia).

Provide PR service to the tournament as well as all the sponsors including players interviews, press conference, press release, media briefing, media relations and hosting, media golf day, etc.

Manage the entire marketing plan for the tournament including graphic design, production and distribution. Media buy planning and execution, media partnerships in 2012. In charge of China market in 2013 edition and manage the APAC regional PR in 2014.

Media coverage report and evaluation

The tournament is the most influential amateur tournament in APAC and received massive coverage worldwide.





The Masters Tournament

Manage the Greater China PR since 2013

Provide the market analysis and strategic planning to promote The Masters

From the media hosting recommendation, logistics support to the actual media hosting onsite.

Write daily summaries in Simplified Chinese and Traditional Chinese, distribute the press releases to the relevant markets.

Player liaison and media interview management

Social media campaign support

Media clippings and evaluation




Shankai Classic presented by IDG

Working with European Tour, Shankai Sports International, Chongqing Poly Golf Club&I3 Sports, take charge of the local, national and international Communications and PR for the tournament.

Manage all the international, regional and local media and PR events, including press conference, photocall, community outreach(charity visit and junior golf clinic), media invite and hosting, media center management, press release writing, media buy, etc.

The first edition Shankai Classic presented by IDG received many compliments from European Tour as well as the golf world.




Tiger VS Rory World No.1 Challenge

The Tiger vs Rory World No.1 Challenge is an one round 18 holes event took place in China in the past 2 years (Zhengzhou [2012] and Haikou [2013]).

We were asked to deliver the local and regional PR campaign driving exposure for the event and its sponsors before, during and after the event.

We work very closely with the two celebrity golfers as well as China’s most famous golfer Guan Tianlang for the content generation and distributing multi-lingual press releases and imagery to our local and international media database.

Managed the press conference, player and sponsor interview, photocalls, media enquiries, media travel logistics, TV requests etc.

Work closely with Mission Hills on daily basis to ensure the efficient exposure for the tournament.

Worldwide coverage generated for the event.


China Golf Challenge

The China Golf Challenge is an innovative made-for-TV golf event featuring four of the world’s top golfers playing 18 holes of golf across six cities in seven days.

We were asked to deliver an international and regional PR campaign driving exposure for the event and its sponsors before, during and after the event.

We travelled with the core event across China to every event distributing multi-lingual press releases and imagery to our international media database.

Managed all press conferences, player and sponsor interview, photocalls, media enquiries, media travel logistics, TV requests etc.

Worked with the players to ensure maximum exposure through social media channels including Sina Weibo and Twitter.

Worldwide coverage generated for the event.


HSBC Rugby Sponsorship

Our team were asked to deliver international, regional and local PR for all of HSBC’s rugby sponsorships including:

Cathay Pacific / HSBC Hong Kong Sevens

HSBC Asian 5 Nations and Asian 7s Series

HSBC Sevens World Series (nine tournaments)

British & Irish Lions (South Africa and Australia)

HSBC Penguins Academy

Using our unrivalled rugby media contacts, we generate maximum brand PR for HSBC through these sponsorships

Our role covers all elements of media and PR including:

Development of PR strategy, key messages and objectives

Press release development and distribution (multi-lingual) Press conference management, International media relations and media hosting

Developing media and broadcast partnerships around the world Photo calls, PR stunts and media events. Website management and content generation Feature placement and story development



2014-2015 CBA Shanghai Sharks

Home Game Live management

Managed the all live activities related to the live show and fans interaction during Shanghai Sharks Home Game of 2014-2015 CBA season.

We provided and conducted the ideas to improve the relationship between the team and fans, our work included:

2014-2015 CBA Shanghai Sharks Home Game opening ceremony

Cheering team management

Creative fans game

MC training and management

Mascot re-designing

Live activities operation

Fan zone operation

Fan’s activities at Shanghai Beer Factory

Sponsors coordination, etc.




Star Athletes access

We have close relationship with most of big names in Golf all over the wolrd, and also some other famous athletes in China.

Guan Tianlang(Golf), Li Haotong(Golf), Xie Hui(Soccer), Liu Guoliang(table tennis), Zhang Jike(table tennis), Chen Qi(table tennis), Chinese National team of Rugby,etc…

Miles Team

Smile XU

Managing Director

Role: Client liaison, senior client counsel, strategic insight, player management, PR and Communications


Asia-Pacific Amateur Championship, The Masters Tournament, UBS Hong Kong Open, Thailand Golf Championship, The Venetian Macau Open, Ballantine’s Championship, Shankai Classic, Scottish Open, China Golf Challenge, Tiger vs Rory World No.1 Challenge, BMW Masters, Zurich Classic New Orleans, St. Jude Classic, The Memorial Tournament

Other sports: HSBC rugby sponsorship, Hong Kong Sevens, Hong Kong Soccer Sevens, Vibram HK100, Shanghai Sevens, Shanghai Sharks Basketball Team, Extreme Sailing Series

Roy XU

Account Director

Role: Sponsorship, client liaison, player management, event management, PR & communications


China Golf Challenge, Scottish Open, UBS Hong Kong Open, Shankai Classic, Thailand Golf Championship, Player management (Liang Wenchong, Wu Ashun, Zhou Guowu), CBA Shanghai Sharks(Basketball)

Martini Ip

Account Manager (HK Market)

Role: Sponsorship, client liaison, client counsel, event management, PR & communications


Ryder Cup (Emirates), Scottish Open, UBS Hong Kong Open, The Venetian Macau Open, HSBC Rugby-A5N, A7s, Hong Kong Sevens, Sevens World Series, The British and Irish Lions, Vibram HK100, Shankai Classic, Asia-Pacific Amateur Championship, Tiger vs Rory World No.1 Challenge, China Golf Challenge

Shilong JIA

Local Beijing


Masters, Asia-Pacific Amateur Championship, WGC-HSBC Championship, Presidents Cup, etc.