Sands China strengthens brand certainty through 2028

Sands China Ltd has renewed trademark licensing and marketing services agreements with its US parent, Las Vegas Sands Corp, extending both arrangements through December 31, 2028. The renewal was disclosed in a filing to the Hong Kong Stock Exchange and applies to four Macau-registered subsidiaries: Venetian Macau Ltd, Venetian Cotai Ltd, Venetian Orient Ltd and Cotai Strip Lot 2 Apart Hotel (Macau) Ltd.

Under the renewed trademark agreement, each subsidiary will continue to pay an annual royalty equal to 1.5 percent of gross gaming and non-gaming revenue. Revenue will be calculated in accordance with US generally accepted accounting principles, subject to specific methodological provisions. Annual caps for the transactions have been set at US$138.5 million for 2026, US$152.4 million for 2027 and US$167.6 million for 2028.

The subsidiaries operate and manage several of Macau’s flagship integrated resorts, including Sands Macao, The Venetian Macao, The Plaza Macao, The Parisian Macao and The Londoner Macao, as well as The Grand Suites at Four Seasons in Cotai. Sands China stated that the licensed trademarks and intellectual property are essential to its marketing, advertising and promotional activities in Macau and form an integral part of its corporate identity.

In a separate announcement, Sands China also confirmed a three-year renewal of a marketing services agreement with Las Vegas Sands, running through the end of 2028. Annual caps under this arrangement have been set at US$12.1 million for 2026, rising to US$14.2 million by 2028.

The renewals come as Macau operators continue to align long-term brand and cost structures with concession terms that run through December 31, 2032. Earlier this week, MGM China Holdings Ltd also announced a new trademark licensing agreement with its US parent, MGM Resorts International, highlighting a broader industry focus on brand governance and financial clarity.