MGM Resorts International Expands Reach with MGM China's Long-Term Branding Agreement

MGM Resorts International's New Long-Term Branding Partnership with MGM China

MGM Resorts International, a leading player in the global gaming and entertainment industry, has announced a significant new branding agreement with MGM China Holdings Limited, marking a pivotal step forward in their ongoing partnership. The agreement, effective January 1, 2026, allows MGM China to continue using the iconic 'MGM' brand name throughout the length of the current concession, which is set to expire in 2032. Notably, this agreement includes provisions for an automatic extension if further concession rights are secured, potentially lasting until December 31, 2045.

This strategic move reflects the strong performance of MGM China since the post-pandemic recovery, as the brand has seen remarkable growth. Market share has surged from approximately 9% prior to the pandemic to around 16% by the end of September 2025. This impressive gain underscores the brand's effectiveness and resonance in the competitive landscape of the gaming and entertainment market.

One of the most advantageous aspects of this new branding agreement is that it eliminates the need for the two entities to renegotiate terms every three years. This stability provides substantial protection for MGM China's shareholders, securing their most valuable intangible asset—the MGM brand—alongside their concession rights. Additionally, this agreement allows MGM Resorts to obtain fair compensation for the utilization of its leading brand, ensuring both parties benefit from the arrangement.

Under the new terms, the monthly licensing fee for MGM China has increased significantly, from 1.75% to 3.5% of the company's adjusted consolidated net revenues. The actual fee will be subject to an annual cap defined by various factors stipulated by the Hong Kong Stock Exchange, primarily business volume from MGM China. Remarkably, MGM Resorts is expected to receive approximately 66.6% of the license fee, which signifies a robust revenue stream from this collaboration.

MGM Resorts International operates a broad portfolio of properties across the globe, with a mission to create immersive experiences for its guests. Its brand encompasses 31 distinctive hotel and gaming venues worldwide, each offering unparalleled hospitality and entertainment options, aligning with their philosophy of delivering high-quality services. The company's latest ventures include a push for expansion into Asia, notably through integrated resort developments in Japan—a promising market for the gaming industry.

In addition to its commercial pursuits, MGM Resorts is also firmly dedicated to corporate responsibility. As part of its 'Focused on What Matters' initiative, the company aims to foster sustainable practices and positively impact the communities in which it operates. This commitment has earned MGM Resorts recognition as one of FORTUNE® Magazine's World's Most Admired Companies, a testament to its reputation and operational integrity.

In conclusion, the new long-term branding agreement with MGM China not only solidifies MGM Resorts' position in the market but also promises exciting prospects for further growth and development in the coming years. As both companies move forward together under this enhanced partnership, stakeholders can anticipate continued innovation and progress within the vibrant landscape of the global entertainment sector.