Retired
soccer star and sometime underwear model David Beckham has signed on to
help promote Las Vegas Sands’ properties in Singapore and the Chinese
gambling enclave of Macau.
Sands said in a statement that it hopes to cash in on Beckham’s popularity in the region.
The Las Vegas-based company is the largest casino operator in Macau, the center of the modern day gambling world.
The deal may help Sands win attention in
mainland China, where casinos are illegal and casino advertising is also
banned. Soccer is hugely popular in China.
Beckham appears to have started his new gig already.
In November, he posed for photographs
with 100 local kids at the Venetian Macau and gave an hour-long
interview. The children were selected with the help of several local
community groups, including the Macau Special Olympics and the
Association of Rehabilitation of Drug Abusers of Macau.
Details about what the partnership will
look like over the long term are scarce. Sands said it will use the
Beckham brand in dining and retail options at its casinos.
Michael Leven, Sands’ president and chief
operating officer, said in a statement that the Beckham brand will help
Sands “as we aggressively explore opportunities to further expand our
presence in Asia.”
Over the summer, Beckham staged a similar event in Singapore, meeting about 60 kids at a Sands casino there.
Sands owns four booming casinos in Macau. The Venetian Macau is the largest casino in the world.
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