GB/China: Manchester United to Open Club-Themed Entertainment Centers Across China

Founded in 1878, England’s Manchester United Football Club (United) plans the roll-out of several “Manchester United Entertainment & Experience Centers” across China, working in cooperation with local property developer Harves. The first centres are scheduled to open in Beijing, Shanghai and Shenyang by the end of 2020 – visitors can look forward to a versatile entertainment offer featuring interactive attractions and exhibitions around the popular football club and its Old Trafford stadium. However, each location will feature a different experience and will include restaurants along with a club retail store.

“We’re very excited to be partnering with Harves on the Manchester United Entertainment and Experience Centres concept, offering our millions of Chinese fans the chance to experience the club in a new and innovative way. We first visited China in 1975 and we’re proud to have seen our fan base in the region grow and develop their passion for United over the years. This new concept will allow them to get closer to the club they love,” commented Richard Arnold, Managing Director of Manchester United.

Harves CEO Bo Zhang added, “Harves is honoured to partner with Manchester United and bring our property development expertise in the creation of these centres. […] Rooted in its unique approach to training, its storied legacy and leadership, and its status as the most successful club in the world, we will create a fully immersive experience that entertains, educates and inspires the next generation of football fans,” said Zhang.

A similar concept for football-themed entertainment centers is pursued by Spain’s Parques Reunidos operating group, who announced the roll-out of such leisure facilities in Europe, Asia and the US in partnership with FC Barcelona in spring last year (cf. EAP News from May 23^rd, 2018). (eap)