Rakuten Sports has signed a Memorandum of Understanding with the Astana Tourism Development Centre and the Almaty Tourism Bureau. The multi-year strategic partnership aims to bring major international sporting competitions to Kazakhstan.
The collaboration will focus on hosting world-class events across various sports, improving fan and athlete experiences, and increasing international visitor arrivals. It also seeks to strengthen Kazakhstan's sports industry through commercial sponsorship and global stakeholder engagement.
Rakuten Sports will contribute its international sports business expertise and event promotion capabilities. Officials from both Kazakh tourism bodies highlighted the potential of Astana and Almaty to host major events, citing modern infrastructure and unique urban and natural settings.
For travellers, this partnership could lead to more international sporting events in Kazakhstan, offering new opportunities to visit cities like Astana and Almaty for competitions and tourism.
