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Ferrari Formula One team have signed a multi-year partnership with Singapore resort Marina Bay Sands.
Confirmed:
- Deal sees Marina Bay Sands become an official partner
- Singapore resort will look to bring its clientele closer to the sport through dedicated activations
Context: It may be based in Asia, but Marina Bay Sands is owned by US-headquartered Las Vegas Sands. The casino and resort company only has properties in Asia, predominantly in Macau, but its US base is yet more evidence of increasing North American interest in the global motorsport series.
Comment: Paul Gandolfi, head of partnership development for Scuderia Ferrari, said: “We’re delighted to welcome Marina Bay Sands to our family of partners. Our two brands, united in luxury, ambition and the pursuit of quality and excellence, look forward to developing meaningful and memorable experiences for our fans and customers starting with the hugely popular F1 Singapore Grand Prix.”
Consequences: The statement outlines ‘several activations’, but it is unclear whether this will just centre around the Singapore Grand Prix, which takes place just 1.3km away from the resort. With gambling becoming legalised in more US states, Las Vegas Sands could use the North American focus on Formula One to regain a presence in the States, especially now the series has a race in Las Vegas.