Winning Together: Paul Cho Of Flyquest On How Strategic Partnerships Can Unlock New Sales Opportunities
An Interview With Chad Silverstein
I approach strategic partnerships with a focus on authenticity, alignment, and cultural relevance. For me, it always starts with understanding the audience before the brand — getting to the heart of what emotionally and culturally resonates, rather than forcing a message that doesn’t fit. I believe the strongest partnerships come from reverse-engineering the value from the partner’s perspective: clearly showing why us, and what we uniquely bring to the table. At FlyQuest, I focus on building partnerships rooted in shared storytelling — co-creating narratives that span content, experiences, and community. I stay deeply engaged beyond the contract, working alongside our partners to bring the vision to life and ensure we’re delivering real impact. Ultimately, I aim to create moments that move culture — partnerships that spark conversation, drive connection, and stay with people long after the campaign ends.
Strategic partnerships have the potential to unlock growth and create new opportunities in ways that businesses can’t achieve alone. To explore this important topic, we had the pleasure of interviewing Paul Cho. Paul Cho is an executive at FlyQuest, an esports organization known for its commitment to sustainability and inclusivity. Originally trained in medicine, Cho transitioned into the entertainment industry in South Korea before entering the esports space during the COVID-19 pandemic. He previously worked at T1, where he helped secure major brand partnerships with companies like Nike and BMW. Known for his emphasis on authenticity, cultural alignment, and long-term value, Cho focuses on co-creating meaningful narratives that resonate with both audiences and partners. His approach blends empathy, diligence, and consistency to foster trust and innovation in brand collaborations.
Thank you so much for joining us in this interview series. Before we dive into our discussion, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
My journey has been a bit unconventional. I initially set out to pursue a medical career — I even completed medical school in the Caribbean, which is a common path for international students aiming to practice in the U.S. Coming from an immigrant family, there was a strong emphasis on following in my family’s footsteps to become a doctor. However, despite being deeply involved in my studies, I always felt a stronger pull toward business and entertainment.
Just before starting clinicals, I made a pivotal decision. I took a leap of faith, moved to Korea, and dove headfirst into the music and entertainment world. My passion for hip-hop and creative expression led me to write lyrics and publish music for underground rappers. Some of the artists I worked with eventually made it onto a popular Korean rap competition show, Show Me the Money, which is similar to American Idol but for hip-hop.
When COVID hit, everything changed — live events ceased, and artists couldn’t perform. I found myself unemployed and stuck inside my room. Like many others during that time, I turned to gaming. I’ve always been competitive and passionate about games, and I realized that if I had to choose one thing to focus on for the rest of my life, it would be gaming.
That led me to two main options: join Riot Games, the publisher of one of the world’s biggest games, or join T1, one of the leading esports teams globally. I chose the latter and helped bring top-tier sponsors like Nike, BMW, and Samsung into T1 through strategic partnerships.
Our recent partnership with BRMUD, Tom and I co-brokered the deal. We had always talked about the significant overlap between Korean beauty and gaming culture, particularly among our fans who are passionate about K-pop, K-dramas, and Korean trends in general.
What really stood out was how open-minded the skincare brand’s founder was. Coming from a gaming background himself, he truly understood the space, which is rare for a beauty brand. We recognized this as a strong cultural fit, and it offered our players a fresh type of visibility — something that hadn’t been done before in the industry.
Can you share the most interesting story that happened to you since you began working with partnerships or collaborations?
There have been many memorable moments, but one that stands out is when we were facing the challenge of renewing a key partnership for T1. The partnership was at risk due to budget concerns, and the situation seemed uncertain. Rather than taking the typical business approach, I decided to take a more personal route.
I reached out to the key decision-maker and invited them to a casual dinner to discuss their interests outside of the business context. During our conversation, I took the time to truly understand their passions and values. This genuine connection built a strong foundation for trust and collaboration.
By focusing on authentic relationships and understanding the human side of business, we were able to find common ground and successfully renew the partnership. This experience reinforced how important it is to approach partnerships not just from a transactional perspective but as a way to build lasting, meaningful connections.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Empathy
Empathy is not about softness; it’s about precision. I make a conscious effort to understand people from where they stand, whether it’s a global executive, a young creator, or a teammate. By analyzing each situation through their perspective, I can shape strategies and communication that resonate on a deeper level. It’s about identifying what matters to them, why it matters, and how we can align that with our shared goals. This level of insight consistently helps build trust and move partnerships forward with clarity and intention.
Diligence
Great ideas mean little without disciplined execution. I’m fully invested from beginning to end — staying up for international calls, reviewing every asset with detail, and ensuring the vision is carried out flawlessly. Diligence means not just doing the work, but doing it with consistency, quality, and care. I’ve found that being reliable in both small tasks and major activations has turned one-time partners into long-term collaborators who trust that I’ll always deliver.
Consistency
Whether the market is booming or shrinking, whether we’re working with billion-dollar companies or niche startups, I keep a steady mindset focused on long-term outcomes. I’ve seen how every company — big or small — faces unique limitations. When inventory is scarce or awareness is low, it’s a chance to build something new and original from the ground up. When a brand is well-resourced, there’s greater visibility but often more red tape. In both cases, consistency in energy, positivity, and solution-focused thinking creates momentum. I’ve learned that staying even-keeled and optimistic, no matter the challenge, attracts the right opportunities and inspires confidence across all levels.
Let’s now jump to the focus of our interview. What does a “strategic partnership” mean to you, and why do you think it’s such an essential part of sales growth today?
Strategic partnerships in marketing are nothing new — think billboards, co-branded ads, and legacy partnerships like McDonald’s. But in today’s world, with so many brands competing and fewer opportunities to truly stand out, the approach has to be more creative and smart.
We live in a fast-paced, dopamine-driven media world, where everyone is chasing instant gratification through platforms like TikTok and Instagram Reels. In this environment, traditional campaigns simply don’t cut through the noise. Strategic partnerships today are about creating something authentic, lasting, and meaningful for consumers.
When brands throw money at ads without a thoughtful partnership strategy, audiences can tell — it comes across as inauthentic. But when brands focus on creating organic, culturally relevant experiences that resonate with people, that’s when you truly see growth and impact.
How do you go about identifying potential partners that align with your business goals? Are there specific qualities or traits you look for in a partnership?
The approach can vary depending on the organization. At T1, the decision often starts with the budget — if multiple gaming desk companies want to collaborate, we typically go with the one offering the highest revenue.
However, with FlyQuest, we apply a different set of criteria. FlyQuest is globally recognized for its commitment to sustainability, inclusivity, and positivity. For us, potential partners must align with these core values — brands need to be ethically sound and free from controversy.
There are times when we help a brand enhance its image by introducing it to our audience in a positive light. It’s about finding that overlap between our values and theirs. When the alignment isn’t perfect, we brainstorm creative campaigns that foster that shared space, creating genuine mutual benefit.
What steps do you take to build trust and ensure that a partnership will be mutually beneficial for both sides?
Building trust with the fanbase starts with being selective about the brands we partner with. If you associate with a questionable brand, like a scammy crypto company or a game that never launches, you risk losing credibility. We conduct thorough research before entering partnerships, especially when it comes to pre-sale products.
Building trust with fans often comes down to consistency. Fans DM me or reach out, and they can tell when you’re genuinely engaged. Some of our players even describe me as an older brother figure — I take them out after games and ensure they’re enjoying life outside of their professional commitments.
Fans notice these personal gestures. They can tell when people behind the scenes truly care, and that authenticity builds loyalty. It’s not just about campaigns; it’s about actions they can feel and relate to.
For the clients, I always start by understanding their goals. I put myself in their shoes — what would I need if I were their marketing director? Even if a request goes beyond what we initially agreed upon, I try to be a reliable support system.
Transparency is key. There was an instance where we shot an announcement video for three hours, only to find that the footage had been corrupted. I immediately told the brand the truth, took responsibility, and suggested we make it right with an offline activation. Honesty and openness go a long way in building trust.
Can you share a specific example of a strategic partnership you were involved in? How did it come about, and what impact did it have on your business?
One of the most unique partnerships I helped build started from a simple observation: one of our players had an unusually tall, broad frame — almost model-like. I remember thinking, “If he really leans into fitness, grooming, and personal style, he could redefine what it looks like to be a star in esports — something closer to a GQ or Calvin Klein figure than anything the scene had seen.”
So we made that the project. I helped him reshape his personal brand — everything from fitness routines to fashion styling to content direction. The idea was to position him as more than just a player — he’d be a lifestyle icon. That strategy paid off. Eventually, he secured a partnership with a high-end jewelry label — making him the first esports player to ever collaborate with a luxury jewelry brand.
It was a breakthrough moment. For him, it was a brand elevation. For us, it proved that with the right positioning, esports talent can cross over into luxury and lifestyle spaces that had previously been out of reach. That deal shifted perceptions and opened up a new category of partnerships.
In the end, good partnerships come down to timing, alignment, and a clear narrative. I always try to strike a balance between short-term business needs and long-term brand strategy — and when both align, that’s when the real magic happens.
Based on your experience, can you share “5 Steps to Create Strategic Partnerships That Drive Sales Growth”?
I approach strategic partnerships with a focus on authenticity, alignment, and cultural relevance. For me, it always starts with understanding the audience before the brand — getting to the heart of what emotionally and culturally resonates, rather than forcing a message that doesn’t fit. I believe the strongest partnerships come from reverse-engineering the value from the partner’s perspective: clearly showing why us, and what we uniquely bring to the table. At FlyQuest, I focus on building partnerships rooted in shared storytelling — co-creating narratives that span content, experiences, and community. I stay deeply engaged beyond the contract, working alongside our partners to bring the vision to life and ensure we’re delivering real impact. Ultimately, I aim to create moments that move culture — partnerships that spark conversation, drive connection, and stay with people long after the campaign ends.
What role does communication play in maintaining a strong, long-lasting partnership? Are there particular practices or tools you use to keep everyone aligned and engaged?
Communication is everything. Over-communication is often better than under-communication, and transparency is crucial. When things go wrong or expectations change, it’s important to be upfront and clear. Clear communication fosters trust and helps build a solid foundation that can sustain a partnership beyond just one campaign.
What advice would you give to smaller companies or startups that may not have the resources or networks of larger businesses but want to start building strategic partnerships?
My advice is: If you have a clear vision and you’re willing to put in the hard work, people will notice. Opportunities often come when you least expect them, but if you’re not prepared — if your product isn’t ready to meet those opportunities — it won’t matter.
Luck tends to favor the prepared. Even if it takes years, just keep showing up, doing the work, and improving. You never know when the right connection will change everything.
How do you handle challenges or conflicts that may arise in a partnership to ensure that the relationship stays strong and productive?
The most important thing to remember is that it’s a people-driven business. Everyone has different emotional responses, cultural expectations, and ways of communicating. Conflicts often arise when there’s a lack of understanding of each other’s perspectives.
I’ve worked with brands where we’ve had some miscommunications, which led to some tension. It had the potential to escalate, but I stayed calm, maintained respect, and didn’t take it personally. Staying composed, neutral, and humble is essential for preserving future opportunities.
Can you share a surprising or unexpected lesson you learned from a past partnership?
One key takeaway: It’s never really done until the contract is signed. Even if everything is verbally agreed upon, don’t assume it’s locked until the paperwork is finalized.
And, once again, it comes down to understanding people. You’re working with individuals who have emotions, families, and lives outside of business. Showing respect for that dynamic goes a long way in creating strong partnerships.
What trends or changes are you seeing in how businesses approach strategic partnerships, and how do you think this will evolve in the coming years?
Things are moving at an incredibly fast pace. It’s all about quick wins and viral content. As soon as something catches on, it seems like everyone follows suit. The key now is either to set the trend or jump on it early before it fades.
Looking forward, I believe marketing will continue to become more personalized. Big platforms like Apple, Android, and Microsoft already have a wealth of user data. Brands may increasingly partner with these ecosystems to deliver hyper-targeted, curated marketing messages, making partnerships even more tailored to individual audiences.
In your opinion, how do strategic partnerships impact not just sales, but a company’s reputation, relationships, and long-term growth?
While sales are important, a genuine partnership goes beyond that — it shapes culture. When you can establish a cultural connection between a brand and a community, you create a bond that endures. This kind of connection is something that no AI or tool can replicate.
That foundation of trust becomes the bedrock for sustainable growth — building a solid reputation, fostering meaningful relationships, and paving the way for long-term success.
If you could start a movement to inspire more companies to pursue strategic partnerships, what would it be?
I’d start a movement called “Co-Create, Don’t Just Collaborate.”
It’s easy to do a campaign. It’s much harder and more rewarding to co-create something original with a partner. True co-creation requires trust, vision, and cultural alignment. When both sides bring something unique to the table, you get outcomes no single brand could’ve achieved alone.
It’s in these moments that brands stop renting attention and start building cultural capital. That’s where the future of brand value lies.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
Winning Together: Paul Cho Of Flyquest On How Strategic Partnerships Can Unlock New Sales… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.