• Sun
  • Dec 28, 2014
  • Updated: 4:12pm

Macau casino taps David Beckham's star power as it courts mainland China

David Beckham named promoter of Sands to edge up Macau and Singapore businesses -- but also mainland China, where casinos are illegal

PUBLISHED : Wednesday, 25 December, 2013, 5:04pm
UPDATED : Thursday, 26 December, 2013, 10:01am

Retired soccer star and sometime underwear model David Beckham has signed on to help promote Las Vegas Sands' properties in Macau and Singapore.

Sands said in a statement that it hoped to cash in on Beckham's popularity in the region.

The Las Vegas-based company is the largest casino operator in Macau, the centre of the modern-day gambling world.

The deal may help Sands win attention in mainland China, where casinos are illegal and casino avertising 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 children 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 would 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 children 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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This article is now closed to comments

Whilst I am not a general fan of football, I do admire Beckham in so many ways including his gift to interact with children, the under-privileged, and the disabled, in the name of his chosen sport.
Therefore it came as a disappointment that he should sign up to promote the murky world of gambling and its associated devices, using children and football fans as a front, to what for many has been a disabling experience which touches families and friends alike in more cases than might be really known.
Its all very well to cite that the gambling has a side affect for the underprivileged in the form of charity which is something we see written and displayed, but for a reasonable but small proportion of the gambling fraternity, heartache, despondency, anger and destruction come to mind.
Gambling is an individual choice and in small controlled amounts is fun, but control is the key and who has the control. I dont see this "aggressive" push by the gambling company as anything but aggressive..
I would have thought that Beckham, with all his contacts and wealth, could have done better on this occasion. But he always strikes me as being a little naive too.


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