Rakuten Sports has signed a memorandum of understanding (MoU) for a multi-year strategic partnership with the Almaty Tourism Bureau and the Astana Tourism Development Center in Kazakhstan to promote sports tourism in the country by attracting international sporting events.
Rakuten Sports, Signing ceremony for the MoU with the Almaty Tourism Bureau and the Astana Tourism Development Center
This partnership is based on the shared vision of the three parties to promote the sustainable growth and economic development of Kazakhstan’s tourism industry through sports.
Going forward, the three parties will explore the potential for hosting international sporting events across a wide range of disciplines, while also aiming to create more compelling experiences for spectators and athletes. They will also work to advance Kazakhstan’s sports industry by attracting international competitions, increasing inbound tourism, developing sponsorship opportunities, and strengthening ties with sports stakeholders around the world.
Leveraging its expertise in international sports business, event promotion know-how, and global partner network, Rakuten Sports will support initiatives aimed at making Kazakhstan a leading sports destination in Central Asia.
■Rakuten Group, Inc. Executive Vice President of Entertainment Content Business, Michio Takahashi Comment
“Kazakhstan possesses tremendous potential to become one of Asia’s most exciting destinations for international sporting events. With its strategic location connecting Europe and Asia, modern infrastructure and strong commitment to developing sport and tourism, the country is well-positioned to host world-class competitions. We are excited to collaborate with Astana Tourism Development Centre and Almaty Tourism Bureau to explore opportunities that create lasting economic, tourism and sporting benefits for Kazakhstan.”
■Comment from Maralov Marlen, CEO of the Almaty Tourism Bureau
“Almaty combines urban appeal, rich natural surroundings, and a strong sports heritage, giving it significant potential as a venue for sports events. Together with Rakuten Sports, we hope to create new initiatives that contribute to the long-term development of sports in Kazakhstan.”
■Comment from Artyom Kvashuk, Chairman of Astana Tourism Development Center
“Astana is a dynamic capital with a distinctive identity, modern infrastructure and growing international recognition. Its unique combination of world-class venues and strong institutional support creates an environment where major sporting events can become truly unforgettable experiences. Our cooperation with Rakuten Sports is an important step toward bringing new international sports projects to Astana and introducing the city to new global audiences.”
Moving forward, all three organizations will work together to assess host-city capabilities and implement practical initiatives that connect Kazakhstan’s tourism sector with global sports stakeholders.