The National Basketball Association (NBA) has entered a multi-year agreement with Sands China, a leading Macau casino operator, to host pre-season games in Macau. This initiative comes as part of a broader effort to align with the region’s ambitions to diversify its economy away from a reliance on gambling. The partnership, first reported by local media and confirmed by sources familiar with the matter, marks a significant step in expanding the NBA’s presence in the Asia-Pacific region while supporting Macau’s strategic transformation.
Under this landmark deal, Sands China will host two pre-season NBA games annually at its Venetian arena for the next five years. The inaugural series is scheduled to tip off in October 2024. Ahead of this, an NBA legends celebrity game is set to take place on December 7, 2024, at Sands’ Venetian property, further solidifying the league’s commitment to engaging fans in Macau. NBA Deputy Commissioner Mark Tatum announced these plans during a press conference held in Macau, reflecting the league’s enthusiasm for tapping into the region’s passion for basketball.
Macau, known as the world’s gambling capital, is the only location in China where casino gambling is legal. However, with approximately 80% of its tax revenue stemming from the casino industry, Macau’s government and Beijing have been urging the territory’s six licensed casino operators, including Sands China, to diversify their business portfolios. This diversification push aims to foster a more resilient economy, with less reliance on gaming revenues and greater emphasis on tourism, culture, conventions, and sports.
In line with these goals, Macau unveiled its first economic blueprint last year, emphasizing non-gaming industries as pivotal to the region’s future. The strategy includes bolstering sectors like traditional Chinese medicine, financial services, technology, and cultural industries. By 2028, the government envisions non-gaming industries contributing approximately 60% of Macau’s GDP, compared to 50% pre-pandemic levels in 2019.
The NBA’s decision to host regular pre-season games in Macau aligns well with this vision, adding sports and entertainment to the list of non-gaming attractions. The games are expected to attract a global audience, boost local tourism, and enhance Macau’s reputation as a versatile leisure destination. Sands China’s collaboration with the NBA underscores its commitment to aligning its business with Macau’s economic priorities while leveraging the popularity of basketball to engage both residents and visitors.
While the partnership has been welcomed as a positive development, it also highlights the challenges Macau faces as it seeks to evolve beyond its dependency on gambling. The city’s casinos, including other major operators like Wynn Macau, Galaxy Entertainment, MGM China, SJM Holdings, and Melco Resorts, have already begun incorporating non-gaming offerings into their operations. These initiatives range from hosting world-class exhibitions and trade shows to developing state-of-the-art entertainment facilities.
The NBA’s move into Macau is expected to have a far-reaching impact, not only on the city’s economy but also on its global image. For Sands China, this partnership reinforces its ability to host large-scale international events, while for the NBA, it provides an opportunity to strengthen its foothold in one of the world’s most lucrative markets. The games will also serve as a showcase of Macau’s readiness to position itself as a hub for sports and entertainment, diversifying its appeal beyond gambling.
As Macau takes steps toward economic diversification, collaborations like the NBA-Sands China partnership will likely play a crucial role in achieving its goals. The success of this venture could encourage other major leagues and organizations to consider Macau as a destination for their events, further accelerating the region’s transformation into a multi-faceted global hub.
