To boost its chances of a planned Yokohama resort, Melco Resorts announced that its Japanese subsidiary had entered an agreement to become a key partner in the Rakuten Japan Open Tennis Championships, more commonly referred to as the Japan Open. The tournament, which is a part of the 2019 ATP World Tour, runs from September 30-October 6.
Earlier this year, Melco announced a sponsorship deal with the Japanese top-tier football team Yokohama F-Marinos. With Melco all-in on a Yokohama Resort, this Rakuten Open partnership is Melco’s way of signifying to the Japanese public that it is serious about supporting the country’s local entertainment.
Attendance numbers for the Rakuten Open are not readily available, but in 2016 it was stated that the tournament had an expected attendance of 150,000 and had more than 20 million viewers of its TV broadcast in over 180 countries.
“World-leading entertainment is a key theme for Melco, and we see top-class sports as a major part of that,” commented Mr. Lawrence Ho, CEO of Melco Resorts. “Melco Resorts is always looking to share big ambitions with its partners and work with them in the pursuit of 21st-century values. Our upcoming activities in Japan will continue to focus on promoting sports and developing an outstanding entertainment business.”
“21st– century values” has become a buzzword for the CEO, as Japan enters the Reiwa era. When announcing the Yokohama F Marinos sponsorship, Ho stated “Marinos are a club with an established 21st-century style of play. We can share values and culture.” Lawrence Ho wants the Japanese public to know that casinos are its 21st century future, and Melco can provide that.
