English Premier League football club Manchester United has today (Tuesday) announced a partnership with Chinese property developer Harves, through which it will open a series of themed entertainment and experience centres across China.
The first Manchester United Entertainment and Experience Centres are due to open in Beijing, Shanghai and Shenyang by the end of 2020. The centres will feature interactive attractions and exhibitions that will recreate the experience of United’s Old Trafford stadium.
The Beijing centre is set to be located within the Beijing FUN development in the Qianmen Dashilan area close to Tiananmen Square and the Forbidden City.
Each of the venues will use state-of-the-art technology to bring the club to life and allow fans to experience an Old Trafford match day. Supporters will also be able to learn about the history and heritage of the club. Venues will also feature restaurants and a club retail store.
United’s group managing director Richard Arnold said: “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.”
Harves chief executive Bo Zhang added: “Harves is honoured to partner with Manchester United and bring our property development expertise in the creation of these centres. They were the first club to broadcast games in China and I can remember setting my alarm to watch the best players in the world play.
“Manchester United was also the first to tour China and the first to host fan events in the country. But they are so much more than a football club. They are always striving for excellence in the way they approach life. We are excited to bring the rituals and emotions of the Manchester United experience to the youth in China, capturing what it feels like to be a member of this elite club.
“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.”
Image: John Hickey-Fry