Sands China partners with CCTV for cultural, arts, sports events

Sands China Ltd., the operator of Sands China Casino in Macau, has partnered with CCTV.com, the news website of China Central Television (CCTV), to plan and publicize a variety of cultural events, concerts, artistic performances, and athletic activities.

The alliance intends to promote well-known Chinese artwork and traditional culture, according to a news statement from Sands China.

The gaming firm also said that they will collaborate with CCTV.com to create fresh cultural brands or promote those that already existed in the domains of online video content, stage plays, TV dramas, and variety specials.

Events such as festivals, exhibits, tours, and events will be organized as part of this relationship. Additionally, Sands China and CCTV.com will work together in Macau on initiatives including stage plays, online dramas, and other intellectual property.

According to the press release, the cooperation will also include virtual sports events and eSports tournaments.

Following the lifting of COVID-19 limitations in early 2023, a number of Macau casino operators formed relationships with Chinese entertainment companies to provide a diverse range of entertainment alternatives to guests at their casino resorts. These attractions include broadcast and television programs overseen by Macau, live performances, and award ceremonies.

Early in December, Sands China announced a “strategic partnership” with mainland Chinese giant Tencent Video, which offers entertainment-related services across many platforms, and Hong Kong-based Maoyan Live Entertainment Ltd. Initiatives under this arrangement included several that were centered on culture and entertainment events held at Sands China venues.

Original story by: GRRAsia