• S2 SMP
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S2 Sports Marketing Partners
Your globally minded sports marketing partner.

Mission & Objective


Mission & Objective

S2 Sports Marketing Partners is here to help our clients navigate through the intricacies between the East and West, to connect athletes and their global audience, and to help brands better connect to their consumers.

Our Name


Our Name
S2 stands for "双生" (Pronounced Shuāng Shēng) which translate directly to “Double Life” or “Double Identity”.

“双” represents embodying two cultural identities, two sporting identities, and equal business opportunities in both the East and West. “生” represents birth and life and it can be directly applied to this agency born during the Chinese sports renaissance. Together 双生 means "double life" or "double identity".

This is very much something our founder, Joseph Ya-Shing Krassenstein, has embodied being Half-Chinese and Half-American and as a former high performing athlete that is now working on the other side of the game in sports and athlete marketing. Joseph maintains that "double identity" with deep roots in both Asian and Western cultures and in helping his partners bridge the gap.


Our Clients


AthleteClientsInclude:


Our Process

It all starts with our process:



We Listen
Understanding the client’s target consumer and their behaviors – online and offline. We’re here to discover how they spend their time and what are the best ways to connect to them.
We Plan
Goal setting and planning culturally relevant sports marketing strategies that best reach target audiences across a variety of markets.
We Lead
Navigating the potential challenges that rise between Asian and Western talent-based business partnerships with differences in language, customs, behaviors, and business practices.
We Match
Research, identifying, and procuring athlete talent for brand partnerships that best connect to the brand’s target audience.


We Develop
Athlete-driven campaigns that include content production for brand social media and commercials, licensing of name/image/likeness for brand usage, and participation in offline appearances.
We Distribute
Social media distribution strategy and communication management that reaches new audiences across a variety of platforms.
We Amplify
Identifying and reaching out to media platforms, journalists, publicists, and influencers for promotional partnerships.
We Track
We set benchmarks and key performance indicators together with clients before campaign launch. We then utilize tracking tools to monitor marketing results and utilize real time analytics to make smart paid media investments.