- Strategic multi-year MoU aims to bring international sporting events to Kazakhstan's key cities and position the country as a regional sports destination
Tokyo, Astana and Almaty, October 1, 2026 - Rakuten Sports today announced the signing of a Memorandum of Understanding (MoU) with Astana Tourism Development Centre and Almaty Tourism Bureau to establish a multi-year strategic partnership aimed at bringing major international sporting competitions to Kazakhstan.
The partnership reflects a shared vision to leverage the power of sport as a catalyst for sustainable tourism growth and economic development across Kazakhstan.
Under this MoU, the parties will explore opportunities to host world-class competitions across a diverse range of sports while elevating the overall fan and athlete experience. The collaboration will also focus on key strategic areas, including identifying host opportunities, boosting international visitor arrivals and strengthening Kazakhstan's broader sports industry through commercial sponsorship and global stakeholder engagement.
Rakuten Sports will contribute its international sports business expertise, event promotion capabilities and partner network to support Kazakhstan's ambitions of becoming a regional sports destination.
Michio Takahashi, Vice President of the Rakuten Group’s Entertainment Contents Business, stated: "Kazakhstan possesses tremendous potential to become one of Asia's most exciting destinations for international sporting events. With its strategic location connecting Europe and Asia, modern infrastructure and strong commitment to developing sport and tourism, the country is well-positioned to host world-class competitions. We are excited to collaborate with Astana Tourism Development Centre and Almaty Tourism Bureau to explore opportunities that create lasting economic, tourism and sporting benefits for Kazakhstan."
"Astana is a dynamic capital with a distinctive identity, modern infrastructure and growing international recognition," noted Artyom Kvashuk, Chairman of Astana Tourism Development Centre. "Its unique combination of world-class venues and strong institutional support creates an environment where major sporting events can become truly unforgettable experiences. Our cooperation with Rakuten Sports is an important step toward bringing new international sports projects to Astana and introducing the city to new global audiences."
"Almaty's unique combination of urban experiences, natural beauty and sporting heritage presents significant opportunities for event hosting," added Maralov Marlen, CEO of Almaty Tourism Bureau. "Together with Rakuten Sports, we look forward to unlocking new initiatives that will contribute to Kazakhstan's long-term sports development."
Moving forward, all three organizations will work together to assess host-city capabilities and implement practical initiatives that connect Kazakhstan’s tourism sector with global sports stakeholders.
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About Rakuten Sports
Rakuten Sports is a Rakuten Group service that focuses on creating partnerships built on shared values with professional sports teams, athletes, brands and rights-holders. For more information, please visit https://www.sports.rakuten.net/
About Astana Tourism Development Centre
Astana Tourism is the destination marketing organization responsible for promoting Astana as a leading tourism, business and events destination. The organization works with government and industry partners to attract international visitors, conferences, cultural events and major sporting events to Kazakhstan's capital city.
About Almaty Tourism Bureau
Almaty Tourism Bureau is the official organization dedicated to promoting Almaty as a premier travel destination through international marketing, digital branding, and industry partnerships. The bureau focuses on positioning Almaty as a year-round destination by leveraging its four-season adventure, rich cultural heritage, diverse gastronomy, and strategic location as the gateway to Central Asia. Through global campaigns, collaborations with airlines and tour operators, event support, and data-driven strategies, Almaty Tourism Bureau enhances the city's visibility, attracts international visitors, and drives sustainable tourism growth.
https://global.rakuten.com/corp/news/press/2026/1001_02.html
