APE to host first sporting event in Macau as early as 2021

The company is looking into promoting sporting events with the local government.
The company is looking into promoting sporting events with the local government.

APE’s CEO has said the date for its first sporting event will depend on ongoing negotiations with potential partners and the Covid-19 pandemic.

Macau.- Herman Ng Man Ho, chief executive officer of the gaming machines distributor and service provider Asia Pioneer Entertainment (APE) has said the company could host its first sports event in Macau as soon as next year.

The company revealed its plans to diversify by entering the sports sector through the creation of a dedicated unit at the end of June. It intends to promote and sponsor sports events and operate sports entertainment venues.

The new activities will be operated through the wholly-owned subsidiary APE Sports and Entertainment Limited, and could include opening sports bars in hotels, sponsoring community sports championships and even organising international events such as the Macau Grand Prix or Ultimate Fighting Championship.

On the potential opening of venues within hotels, Ng said: “We are in initial discussions with some potential partners, we are encouraged by the feedback we’re getting from them.”

He said the launch date will depend of negotiations with potential partners and the progress of the Covid-19 pandemic.

APE is also interested in collaborating with the Macau government on large sporting events, although Herman Ng Man Ho said this will also depend on the pandemic.

He said: “We want to attract more mass-market tourists from other regional markets and diversify the entertainment offerings in the city.”

Ng said the priority won’t be to create revenue in the short term but to make a mark in the community, attract business on a regular basis and have a recognised sporting event in order to eventually become a household name and generate income.

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