Company Profile
Asia Partners, headquartered in Hong Kong, is a forward-thinking investment firm dedicated to unlocking the potential of intellectual property (IP) within the global sports industry. The firm specializes in identifying and nurturing groundbreaking opportunities that foster growth, elevate value, and shape the future of sports. They achieve this through strategic partnerships and a commitment to innovation, empowering stakeholders and cultivating an ecosystem where sports-related IP can thrive across Asia.
Established in 2024, Asia Partners operates as the operational arm of Svenska Capital, a global sports investment firm. The firm's chairman, Filipe Trigo Gonçalves, highlighted Hong Kong's strategic advantages, including its cosmopolitan nature, connectivity, pro-business environment, and role as a gateway to Mainland China, as key reasons for establishing their hub there.
Asia Partners' notable projects include the CR7® LIFE Museum, which features interactive exhibits immersing visitors in Cristiano Ronaldo's world, and the CR7® LIFE Official Store, both launched in Hong Kong. They also organized the World Football Summit Hong Kong, bringing together influential figures in global football. The firm focuses on scaling international sports IP across Asia through branded experiences, premium retail, and knowledge leadership.
The team at Asia Partners, led by Chairman Filipe Trigo Gonçalves, CEO Saoud Maherzi, and Vice President Cristina Varas, is focused on redefining sports engagement. As of October 2025, the company employed 47 staff and planned to double its headcount within the following 12 months, indicating significant growth and expansion in its operations.
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