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SBD Global/August 21, 2012/Marketing and Sponsorship

Macau Open Cashes In On Casino Sponsor; Can Transform City Entertainment

Casino resort Venetian Macao, owned by Sands China Ltd., has signed as the title sponsor of the Macau Open golf tournament for one year. The deal marks the first time the gaming operator has backed the Asian Tour event. The Macau Open will continue to offer prize money of MOP 6M ($750,000). The tournament will be played from Oct. 11-14 at the Macau Golf and Country Club (Macau Open). In Hong Kong, Alvin Sallay wrote that the deal comes as "welcome news" to the Asian Tour, Macau Sports Development Board and Macau Golf Association. This "current climate of financial uncertainly" makes finding a title sponsor willing to support a sporting event "rare." And when the sponsor is "as big as the Venetian Macao casino, it brings added prestige as it opens up all sorts of possibilities" surrounding the future expansion of a tournament that has proven to be one of the most popular stops on the regional tour. The Asian Tour hopes the Venetian's one-year deal will allow for "expansion of the event on all fronts -- from more prize money to bigger name players." The goal is to "turn the city into an entertainment hub where more than just gambling" is offered (SOUTH CHINA MORNING POST, 8/19).
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