Sands China Ltd said Wednesday that it has signed a new Comprehensive Strategic Partnership agreement with China’s Star CM Holdings Limited aimed at further developing diverse tourism projects in Macau.
Star CM is described as the largest IP creator and operator of variety shows in China. Its relationship with Sands China dates back to 2012 with the two companies having collaborated on over 20 projects, including the China Music Awards, singing competition TV show Sing! China Macao Concert and street dance competition reality TV show Street Dance of China, filmed at The Venetian Macao’s Cotai Arena.
According to Wednesday’s announcement, the new partnership agreement will “elevate their long-term partnership to a new level with the objectives of creating more diverse tourism projects and supporting Macau in becoming a world centre of tourism and leisure.
“This move not only echoes the Macao SAR government’s ‘1+4’ adequate diversification development strategy and ‘tourism+’ cross-sector integration initiative, but also contributes to the construction of the ‘Guangdong-Macao In-depth Cooperation Zone in Hengqin’.”
The main areas of focus will be large-scale innovative entertainment projects that combine live performances, television and online channels; live interactive performance experience shows that combine classic IP elements; product placement or other modes of cooperation in Star CM’s classic IP movies; comprehensive cooperation in Star CM’s large-scale variety shows; and cooperation in Star CM’s projects themed to classic IP scenes.
“The two parties have confirmed to cooperate on a number of projects this year, including China Music Awards 2023, Sing! China Macao Concert 2023, Star Street Dance Gala 2023 and live interactive performance and experience shows that combine classic IP elements,” Sands China said.
“In the future, Sands China and Star CM will continue to deepen cooperation and create more innovative entertainment projects together.”
