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

2025-09-22 17:10 Last Updated At：17:18

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/.

Secretary Sun Confident in Smooth Launch of $2 Flat Rate Transport Discount for Elderly

Remarks by SLW at media session (with photos/video)

The Secretary for Labour and Welfare, Mr Chris Sun, met the media today (April 3), after observing the implementation of the "$2 flat rate or 80 per cent discount" on the first day at Tiu Keng Leng Station Public Transport Interchange. Following are Mr Sun's remarks at the media session:

Reporter: How do you evaluate the first-day roll-out of the scheme, and how do you address the fact that some elderly are not comprehensively understanding the whole implementation?

Secretary for Labour and Welfare: Today, 3rd of April, is the date when the "$2 flat rate or 80 per cent discount" is officially launched. For minibuses and for buses, the launch time was midnight today. For the MTR, it started from its first train which departed the terminal at 5.30am this morning.

So far, based on our territory-wide promotion, and also my own personal contact with the elderly through my visit to Wong Tai Sin including a public market and a restaurant, most of them are familiar with the operation of the "$2 flat rate or 80 per cent discount". They know the operation is very straightforward, for any fare that is at $10 or below, they still just need to pay $2. For fare that is over $10, the elderly just bare 20 per cent of the cost, and the rest of the fare will be borne by the Government. I gave them an example, for a bus fare that charges an adult for $15, the elderly people with JoyYou card would only have to pay $3, i.e. 20 per cent of the fare.

So, apart from today, we are also going to step up our promotion through television, radio and posters which have been posted all around Hong Kong. Also, as you can see, in 75 spots in Hong Kong, we are stationing the ambassadors for a total of three weeks. They are in the spots to help answer questions about the "$2 flat rate or 80 per cent discount". Apart from that, we have had the support of district councillors, Care Team members, and also staff of our welfare NGOs (non-governmental organisations). They are using their own ways to explain the operation of the "$2 flat rate or 80 per cent discount". We are pretty confident that the scheme is now being launched smoothly, and for those who will be using the new arrangement, they know about the operation.

Thank you very much.

(Please also refer to the Chinese portion of the remarks.)

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

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

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