Las Vegas Sands has entered into a new partnership with David Beckham, which will see the former England footballer develop new a new range of entertainment offerings for the company’s integrated resorts in Asia.
Announced at a press conference held in Macau of Friday, the agreement will see Beckham create new dining, retail and leisure concepts at Sands China’s resorts in Macau and Singapore.
“We have billions of dollars invested in our own global, iconic brands and we clearly understand the importance of growing and sustaining those brands over time. The odds are extremely high that a partnership with David Beckham will help us further those efforts and provide David with the same benefit,” said Michael Leven, president & chief operating officer of Las Vegas Sands.
“We are very excited about the partnership and we fully expect it to grow in the years to come, especially as we aggressively explore opportunities to further expand our presence in Asia.”
“The Sands team has created amazing resorts in Singapore and Macau,” Beckham said. “I am very excited to be working with them to develop a range of new business ideas in a part of the world that I love spending time in and is full of optimism and growth.”
This marks Beckham’s second recent commitment in Asia. The former Manchester United, Real Madrid and AC Milan midfielder arrived in China earlier this year to commence his role as the country’s global football ambassador. He was also involved with Las Vegas Sands earlier this year, when he launched the charitable Sands for Singapore Festival at Marina Bay Sands.
“We’ve been fortunate enough to have David partner with us recently at Marina Bay Sands and the energy and enthusiasm his presence provides is captivating,” said George Tanasijevich, president & chief executive officer for the Singapore integrated resort. “We greatly look forward to further promoting our partnership with David in a variety of exciting and creative ways at Marina Bay Sands.”
“Sands China has worked to not only transform the tourism industry by providing a diverse set of entertainment offerings,” said Edward Tracy, president & chief executive officer of Sands China. “David Beckham’s well-known personal values and his endeavours in both business development and community outreach make a perfect match for our two brands to come together in a way which is sure to positively impact the Asian market.”