MGM Resorts International has signed a groundbreaking long-term branding agreement with MGM China, extending the use of the “MGM” name through the current concession term until 2032. This pivotal move ensures the continued growth and recognition of the MGM brand in the Asian market, particularly Macau, where MGM China operates its luxury resorts and casinos. The new deal is set to take effect from January 1, 2026, and also includes automatic extensions if a new concession is awarded, lasting potentially until 2045.
Strengthening MGM’s Presence in Macau
This new agreement comes as MGM Resorts acknowledges the immense success and market growth it has experienced in Asia, specifically in the highly competitive Macau gaming market. The strategic partnership with MGM China has been crucial in increasing the company’s market share. Since the pandemic, MGM China’s market share has doubled, growing from 9 percent pre-pandemic to around 16 percent as of September 2025. The long-term branding deal aims to capitalise on this success by securing MGM’s position in the region for the foreseeable future.
The agreement also removes the need for renegotiations every few years, providing stability and predictability for both MGM Resorts and its stakeholders. With the branding agreement in place, MGM Resorts ensures that its name remains synonymous with high-end hospitality and world-class entertainment in Macau, bolstering the destination’s appeal to international tourists and gamblers alike.
New Licensing Structure for MGM Resorts
Under the terms of the agreement, the new licensing fee structure has been updated to better reflect the growing value of the MGM brand. The monthly licensing fee has increased from 1.75 percent to 3.5 percent of MGM China’s adjusted consolidated net revenues. This increase reflects the improved profitability of MGM China since the pandemic and the rising business volumes in the region. Notably, MGM Resorts will receive approximately 66.6 percent of the fees generated from this deal, which will be capped annually based on business volumes, as required by Hong Kong Stock Exchange regulations.
This new structure aligns the interests of both MGM Resorts and MGM China, ensuring continued growth and fair compensation for the use of the world-renowned MGM brand. It is expected that this agreement will provide financial benefits to both parties, contributing to the ongoing development of luxury tourism and gaming in Macau.
Impact on Global Tourism
The continued expansion of MGM Resorts into Asia, particularly through the strategic partnership with MGM China, marks a significant step in strengthening the brand’s global presence. This branding deal not only impacts the local Macau market but also has broader implications for international tourism, especially in the luxury segment. As Macau remains one of the world’s top destinations for high-stakes gaming, MGM Resorts’ prominent presence in the region enhances its role as a key player in global tourism.
Tourists travelling to Macau will benefit from an even stronger MGM brand experience, with more luxurious accommodations, immersive entertainment options, and world-class dining experiences. The brand’s reputation for delivering exceptional experiences will continue to attract both international tourists and gaming enthusiasts to its Macau resorts. As a result, this partnership is set to enhance the region’s status as a leading global tourism hub, driving further growth in the Asian tourism industry.
Securing MGM Resorts’ Future in Asia’s Booming Tourism Market
The new long-term branding agreement between MGM Resorts and MGM China solidifies the future of the MGM brand in Asia and guarantees continued growth and profitability for both entities. As Macau’s gaming and tourism industry continues to thrive, this strategic partnership positions MGM Resorts as a key player in the region’s long-term development. With market share increasing and the licensing fee structure set for success, the future looks bright for both MGM Resorts and MGM China as they continue to provide world-class experiences for tourists and gaming patrons alike.
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