Content Writer: Janice Chew • Thursday, 25/10/2025 - 16:34:24 - PM
In anticipation of the NBA’s much-awaited preseason return to Macau this week, Sands China has rolled out a dynamic series of fan-focused events aimed at igniting basketball fever among locals and tourists alike. The multi-day program features interactive exhibitions, celebrity meet-and-greets, and immersive basketball-themed experiences staged across the company’s flagship properties, including The Venetian Macao and The Londoner Macao. According to multiple industry reports and official statements, the festivities combine elements of music, fashion, and technology, blending global sports culture with Macau’s unique entertainment flair to create a festival-like atmosphere ahead of the games.
The NBA’s return to China—after an extended absence triggered in part by the fallout from Daryl Morey’s 2019 tweet—centers on a new multi-year partnership with Alibaba and Sands China. Under this agreement, two preseason games per year will be hosted at the Venetian Arena in Macau over the next five years. As part of the broader strategy, Sands is positioning itself as a bridge between global basketball culture and Chinese fans, using both digital engagement and physical events to rebuild momentum and trust.
A standout component of the fan events was the NBA Legends Celebrity Game held at the Venetian Arena, bringing together former NBA stars, influencers, and entertainers to deliver performances, skills showcases, and basketball exhibitions. This served both as a spectacle and a warm-up for the more serious competition to come, and as a demonstration of the commitment by Sands China to present basketball not just as sport, but as entertainment. Earlier, Sands China had engaged the local community by inviting Macau Special Olympics (MSO) athletes to participate in exchange events with NBA players and legends—underscoring themes of inclusion, social outreach, and sports diplomacy.
Sands China’s leadership has been vocal about how such non-gambling activations align with the company’s longer term vision. In public statements, Dr. Wilfred Wong, Executive Vice Chairman of Sands China, pointed to the use of “Sands Cares” and community platforms to bring social value, while also connecting fans and local stakeholders to the NBA brand. Wong has likewise discussed how Sands China intends to expand beyond its gaming core by investing in entertainment, sporting events, and international marketing efforts.
In sum, by staging a carefully curated suite of fan engagements, celebrity events, and community exchanges ahead of the NBA’s arrival, Sands China aims to prime Macau—and across Greater China—for the league’s renewed presence. The strategy appears to be twofold: reconnect with basketball fans emotionally and culturally, and signal to regional stakeholders that Macau is positioning itself as a diversified entertainment hub beyond casinos.
