SHOWBIZ: Brand it like Beckham

David Beckham teams up with Las Vegas Sands in Macau to draw more tourists there, writes Loong Wai Ting

FORMER England football star David Beckham literally stopped the clock from ticking when he walked into a hall full of international media in Macau.

It was his first visit to the world’s largest gambling hub. Dressed in a fitting suit and tie, Beckham, who was on an off-field assignment, announced his partnership with global resort developer, Las Vegas Sands, where he will be teaming up with the brand’s integrated resort properties in both Macau and Singapore.

Although most of the details are still under wraps, the partnership, according to Las Vegas Sands, will be based around “dining, leisure, and entertainment and leisure concepts” in Sands property in Macau and the Marina Bay Sands in Singapore.

Beckham may have hung up his boots for some time, but the former star player of Manchester United and Real Madrid admits to missing playing on the field.

“At times, I do miss everything about football. It was the hardest decision ever to make. At one point, I felt it was the right time to move on and do something else. At the end of the day, I want to work hard for my family and be able to give back to society,” he says, flashing his megawatt smile.

Using Beckham’s celebrity status to boost Sands in Asia, resort operator Sands Cotai Central hopes to draw tourists, both local and international.

Tucked away from Central Macau in the former Portuguese concession, Sands Cotai Central began operating in April last year. The company is looking at investing in another resort, also in Macau, called the Parisian and a replica of the Eiffel Tower is being planned for the new resort.

Earlier this year, Beckham, 38, was named global ambassador for Chinese football and was invited by the China Football Association to promote the sport among youths.

His other role includes helping to bring the Chinese Super League to the world stage. “I was lucky to be able to play in all the major football clubs in the world. With that came a little bit of travelling for me as well. I love Asia — it’s always so welcoming,” he says.

Speaking about his new exciting relationship with Las Vegas Sands, Beckham says they both share the same beliefs — business and charity.

“Charity has been a huge part of my life and career. Sands is a huge organisation and we believe in the same vision. Previously, my main focus was my football career. I’ve worked with children all over the world supporting charities including Unicef, Comic Relief and Red Cross. They’re a priority and I make sure my children learn about charity and the importance of reaching out to others in their time of need,” says Beckham, who is father to Brooklyn, Romeo, Harper and Cruz with wife Victoria.

“I’ve had the experience working in and outside of the game (football matches). I’ve worked with some of the best football players and also businessmen. The strength of football is that it is a sport that requires teamwork and leadership. Both qualities are important in businesses as well. I believe in working hard and succeeding. I want to be No. 1,” he says.

Beckham, who names Muhammad Ali as his hero and inspiration while growing up, is also on Forbes’ list as one of the highest-paid athletes (golfer Tiger Woods topped the list). He says it is important that kids have someone to look up to while growing up.

“You have to have a role model. As a kid, I’d always wanted to emulate Muhammad Ali. He was loved by millions and he was an inspiring figure to me.”

For someone who played 115 times for England and won 19 major trophies in his football career, Beckham recalls what former Manchester United manager, Sir Alex Ferguson once said: “He told me ‘son, you need to come back to Manchester United and be surrounded by the good people’.”

The former player wore jersey number 23 to show his respect and admiration for famed basketball star, Michael Jordan.

During the 1998 World Cup football match in France, Beckham was issued a red card. That triggered England’s loss to Argentina. Beckham received death threats and even witnessed effigies of himself being burnt by angry fans after the loss. He became the most hated man in Britain at that time.

“It was a tough time for me and my family. It helped me realise that bad things happened for a reason. But it has made me a better person, and I feel blessed to be surrounded by so many good people even in my darkest hour,” he says.

Beckham, who is focusing on business now, says that American basketball star Lebron James has stated his interest in teaming up with him to bring the new Major League Soccer franchise to Miami.

Having expressed publicly the possibility of becoming the club owner, he adds that nothing has been confirmed yet.

“I am going in as an ambassador. At some point we will have some news,” he says.

Leaving the past behind, Beckham recounted his successes these days and his proudest moment was being handed the armband of the captain of England football team.

“I’d always wanted to give something back after my football career. I consider myself a very lucky sportsman for having many great moments in my career. I want to continue to be successful,” he says.

Macau has 33 casinos run by six casino operators — SJM Holdings, Wynn Macau, Sands China, Galaxy Entertainment Group, MGM China Holdings and Melco Crown Entertainment. Tycoon Stanley Ho owns SJM Holdings and his 40-year reign as the city’s casino kingpin was toppled in 2002 when the Macau government ended the monopoly system. According to a Bloomberg report, Macau raked in six times more in gambling revenue compared to Las Vegas Strip. Leading the way is Sands’ Venetian property.

Beckham (centre) shows off his hand imprint with executives from Sands China and Marina Bay Sands.

SHOWBIZ: Brand it like Beckham

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