Macau casino operator Sands China Ltd has announced that it has entered into “a long-term strategy partnership” with mainland China developer Lander Real Estate Co Ltd to co-develop sporting events. The contract signing ceremony took place in Hangzhou, China, said a press release from Sands China on Monday.
Sands China said “both companies endeavour to boost the development of culture and sport in China”.
Lander Real Estate develops, manages, and sells properties in China and is also involved in materials distribution and catering businesses, according to the profile description on Bloomberg’s website. The mainland China developer additionally established a broadcasting company in Macau earlier this year to distribute major sports events to wider audiences, Sands China said in the press release.
The Venetian Macao has played host to major international sporting events, including world title boxing and exhibition performances by top basketball and tennis stars. Recently the 15,000-seat Cotai Arena at Venetian Macao has seen boxers Manny Pacquiao and Olympic gold medallist Zou Shiming perform.
“This strategic partnership will see our companies co-developing major sports offerings together, especially boxing events – a sport that continues to become increasingly popular in China,” said Dave Horton, global chief marketing officer of Sands China and its parent company, Las Vegas Sands Corp.
“Sporting events are one of the many ways our company works to diversify Macau’s tourism landscape. Sands Resorts Cotai Strip Macao will work with Lander Real Estate to build upon the recognition of Macau and Sands Resorts Cotai Strip Macao as the home of the best boxing events in Asia,” he added.
Sands China has been working with several sports stars to help promote its brands, namely casino resort Venetian Macao in the city’s Cotai district. The company also owns and operates the Plaza Macao and Sands Cotai Central in Cotai – a collection of properties it has dubbed Sands Resorts Cotai Strip Macao.
Former basketball player Yao Ming and golfer Tiger Woods are among several sports celebrities that have made personal appearances at Sands China properties. Ex-England soccer captain David Beckham has also been engaged as an ambassador for “dining, retail and leisure concepts” for Sands China and for Las Vegas Sands’ Singapore property Marina Bay Sands.
In May, the parent company Las Vegas Sands announced the launch of Sands Entertainment Inc. It will be responsible for organising live performances, including concerts, sporting events and film premieres, across the group’s properties in the United States, Macau and Singapore.
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”I don’t see this project [Lisboeta Macau] will just go for the existing market clientele. The clientele I’m going for is… family [travellers]. This is a four-star resort and the pricing will be benchmarked against other four-star hotels in Cotai.”
Director of Macau Theme Park and Resort