Asia Partners Chooses Hong Kong as Strategic Hub for Expanding Sports Intellectual Property in Asia

Sports investment firm chooses Hong Kong as strategic gateway to expand sports IP in Asia

Invest Hong Kong (InvestHK) announced today (September 22) that Asia Partners IFBD Limited (Asia Partners), the operation arm of global sports investment firm Svenska Capital, has chosen Hong Kong as its strategic gateway to drive expansion of its sports intellectual property (IP) across Asia.

Asia Partners is the sole IP owner of CR7® LIFE Museum in Asia and CR7® LIFE Merchandise and stores worldwide, and will launch several iconic initiatives that will redefine sports engagement in Hong Kong. Following the successful opening of the CR7® LIFE Museum in July this year at K11 Musea; the first-ever CR7® LIFE Official Store has opened on September 19 in Times Square, Causeway Bay, followed by regional expansion throughout Asia.

Organised by Asia Partners, World Football Summit (WFS) Hong Kong 2025 debuted in Hong Kong on September 3 and 4, bringing together the most influential figures in global football. With over 3 500 attendees and over 80 top-level speakers, the WFS aims to help shape the future of football in Asia.

Associate Director-General of Investment Promotion at InvestHK Mr Arnold Lau said, "We are thrilled to see Asia Partners using Hong Kong as the ideal hub to launch various innovative sports IP initiatives, which is a testament to Hong Kong's unique position as a global hub for innovation, sports and cultural exchanges. The company's ambitious plans perfectly align with Hong Kong's strengths as an international business centre with world-class infrastructure and deep connections across Asia.

"Hong Kong stands out as the ultimate strategic gateway for expanding premium sports IP into Asia. Its unique position as a global city with a sophisticated audience, world-class infrastructure and unparalleled regional influence, particularly in Greater China and Southeast Asia, makes it the ideal launch pad for our vision. By establishing a footprint in Hong Kong, we're not just expanding our business, we're unlocking a world of possibilities in consumer engagement and creating a new blueprint for how sports and entertainment can elevate the cultural and economic profile of a city," the Chairman of Asia Partners, Mr Filipe Gonçalves, stated.

"The launch of CR7® LIFE Official Store and the hosting of World Football Summit in Hong Kong are just the beginning. Soon, we will officially unveil two of the largest football IP events in the global sports industry, cementing Hong Kong's position as the world city of football," he added.

Asia Partners is positioned as a premier regional platform to scale international sports IP across Asia through three integrated verticals: branded experiences, premium retail and knowledge leadership. Its vision is to establish Hong Kong as the leading hub for sports IP innovation in Asia. This subsidiary aims to not only expand the reach of global sports IP but also to redefine how sports engage with audiences, cities and economies. For more details about Asia Partners IFBD Limited, visit www.linkedin.com/company/asiapartnershongkong/.

For a copy of the photos, please visit: www.flickr.com/photos/investhk/albums/72177720329139538/.

Sports investment firm chooses Hong Kong as strategic gateway to expand sports IP in Asia Source: HKSAR Government Press Releases

Sports investment firm chooses Hong Kong as strategic gateway to expand sports IP in Asia Source: HKSAR Government Press Releases

Hong Kong Customs detects two dangerous drugs cases and seizes suspected drugs worth about $7.95 million

Hong Kong Customs detected two dangerous drugs cases in Tseung Kwan O and Hong Kong International Airport respectively yesterday (May 21) and today (May 22), and seized a total of about 21.8 kilograms of assorted drugs with a total estimated market value of about $7.95 million. Two men and one woman, aged between 38 and 49, were arrested.

In the first case, Customs officers intercepted a 48-year-old man and a 49-year-old woman in Tseung Kwan O during an anti-narcotics operation yesterday afternoon. About 3.8kg of suspected drugs, including ketamine, methamphetamine, etomidate capsules, psilocybin mushrooms, MDMA and a batch of suspected drug packaging paraphernalia were found in their residence in the same district. They were then arrested.

In the second case, a 38-year-old male passenger arrived in Hong Kong from Amsterdam, the Netherlands, today. During customs clearance, Customs officers found about 18kg of suspected ketamine inside his check-in suitcase and 33 sticks of duty-not-paid cigarette inside his carry-on baggage. The man was subsequently arrested.

The arrested man and woman in the first case have been jointly charged with one count of trafficking in a dangerous drug and one count of possession of apparatus fit and intended for the inhalation of a dangerous drug. The case will be brought up at the Kwun Tong Magistrates' Courts tomorrow (May 23), while an investigation is ongoing for the second case.

Customs will continue to step up enforcement against drug trafficking activities through intelligence analysis. The department also reminds members of the public to stay alert and not participate in drug trafficking activities for monetary return. They must not accept hiring or delegation from another party to carry controlled items into and out of Hong Kong. They are also reminded not to carry unknown items for other people.

Customs will continue to apply a risk assessment approach and focus on selecting passengers from high-risk regions for clearance to combat transnational drug trafficking activities.

Under the Dangerous Drugs Ordinance, trafficking in a dangerous drug is a serious offence. The maximum penalty upon conviction is a fine of $5 million and life imprisonment.

Under the Dutiable Commodities Ordinance, cigarettes are dutiable goods to which the DCO applies. Any person who imports, deals with, possesses, sells or buys illicit cigarettes commits an offence. The maximum penalty upon conviction is a fine of $2 million and imprisonment for seven years.

Members of the public may report any suspected drug trafficking activities to Customs' 24-hour hotline 182 8080 or its dedicated crime-reporting email account (crimereport@customs.gov.hk) or online form (eform.cefs.gov.hk/form/ced002).

Hong Kong Customs detects two dangerous drugs cases and seizes suspected drugs worth about $7.95 million Source: HKSAR Government Press Releases

Hong Kong Customs detects two dangerous drugs cases and seizes suspected drugs worth about $7.95 million Source: HKSAR Government Press Releases