Sands China Partners With CCTV.com For Cultural, Sports Events

Macau casino operator Sands China Ltd announced that it is working with CCTV.com to organize and promote various types of cultural events, art performances, concerts, and sports events. The platform is a news website run by China's state-run broadcaster China Central Television (CCTV).

The goal is to "promote traditional Chinese culture and classical works of art," Sands China said in a press release.

The game group added that the two will "co-develop new cultural brands or promote existing brands related to stage plays, variety shows, films, TV dramas, and online audiovisual content." This is through "Events, Tours, Exhibitions, and Festival Organizations."

The casino company also said in a statement on Thursday that it would "produce stage plays, digital dramas and other intellectual property projects in Macau" in partnership with CCTV.com , part of the state-owned China Media Group.

Other areas of collaboration will include events related to "virtual sports" and "e-sports" competitions, it said.

Since COVID-19 restrictions eased in early 2023, many Macau casino operators have announced partnerships with entertainment providers established or based in China to offer a wide range of attractions to casino resort visitors, including live concerts, television and video programs through Macau, and award shows.

Sands China announced in early December that it had each signed a "strategic partnership" with Hong Kong's Maoyan Live Entertainment, part of mainland China's Maoyan Entertainment, which provides Tencent video and entertainment-related services in mainland China.

Some of the initiatives under the deal were cultural and entertainment projects hosted by properties in Sands China. 동행복권파워볼