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EF to deliver language and sports education with new appointments

At EF Education First, we believe the world is better when people try to understand one another. When we come together with people of diverse backgrounds and experiences, we form cultural connections that help us grow and discover ourselves along the way. EF has a history of supporting initiatives that bring people together, and now we’re celebrating two new appointments with the 2021 Chengdu Summer World University Games and the PyeongChang 2018 Legacy Foundation. Both appointments are the result of EF’s longstanding partnership with major sporting events, including the Olympic and Paralympic Games.

Led by the International University Sports Federation (FISU), the Summer World University Games (formerly Universiade) are a celebration of international sports and culture that draw student-athletes together to compete in high-performance sports competitions. EF was named Official Language Services Provider for the 2021 event in Chengdu, and will provide a series of language training services, including customized online courses, volunteer training and online assessments for the staff and volunteers of the Organizing Committee and relevant government agencies.

The largest global multi-sports event for student athletes, the Games feature 12 days of sports competitions and draw more than 10,000 student-athletes and officials from more than 150 countries. FISU encourages athletes to take part in both sport competitions and educational events, and it offers programming about topics such as equal opportunity, leadership, ethics, gender equality, how to balance dual athletic and professional careers, and anti-doping.

“We are delighted to partner with the Organizing Committee of the 2021 Chengdu Summer World University Games,” said Jesper Knutell, Executive Vice President and General Manager of EF Corporate Solutions in China. “We hope that through our services, we can help the event organizers improve their language skills in an all-round way and contribute to the success of the whole event.”


Jesper Knutell participates in a roundtable discussing how international sport events lead the development of city branding and contribute to the economy.

The celebrations continue as EF was also appointed the Official Education Services Partner for the PyeongChang 2018 Legacy Foundation, which focuses on sports-related activities for young people and the development of winter sport, as well as managing select venues used during the Games. EF was the Official Education Services Partner for the 2018 PyeongChang Winter Olympics and will re-launch the Winter Sports Education Program we created for those Games. The revamped program will educate Korean youth on the sports of the Winter Games and will include an education portal with winter sports videos, winter sport-themed coloring pages and web-based lessons that Korean teachers can use to explore sports with their students.

Hugo Bezerra and members of the EF Education First and PyeongChang 2018 Legacy Foundation teams celebrate the new appointment.

“The program will focus on preparing Koreans and select athletes from southeast Asian countries for the 2024 Winter Youth Olympic Games, which will take place in Gangwon province, home to the 2018 PyeongChang Games” said Hugo Bezerra, Managing Director of Olympic Affairs for EF. “We feel fortunate to have had such a successful partnership with PyeongChang 2018 and look forward to continuing with our mission of educating youth together with the Legacy Foundation.”

EF has a seasoned presence in the sports world, having designed and delivered language and educational solutions to athletic governing bodies and organizing committees over more than 30 years. EF has worked with Olympic and Paralympic Games’ local organizing committees for seven appointments since 1988 to provide volunteers, staff, local students and residents with English language learning training and tools; supported the 2019 Special Olympics World Games by training 20,000 volunteers; and recently kicked off a partnership with the Football Union of Russia to train players, coaches and staff.

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