Manchester United have revealed further details regarding their plans to open five entertainment centres across China.
The attractions, which were announced in January 2019, have progressed significantly, to where the first one is expected to open in Beijing during the winter of 2020.
Located near to the infamous Tiananmen Square, the centres will be called the ‘Theatre of Dreams’, after the nickname given to Manchester United’s home stadium Old Trafford, with other locations in China set to include Shanghai, Shenyang and Changsha.
“Theatre of Dreams is an entirely new sports entertainment experience,” started Richard Arnold, group managing director of Manchester United.
“It is our home away from home. Sir Bobby Charlton famously described our Old Trafford stadium as ‘the theatre of dreams’, and now we are able to bring that dream alive for our Chinese fans.
“This represents a strengthening of our longstanding commitment to China and a deepening of our relationship with Manchester United fans across the country.
“Our guests will discover new, exciting, fun, and inspiring ways to engage with the club and one another.”
The entertainment centres boast: An interactive journey through Manchester United’s history, an immersive Manchester United football gaming experience, a retail outlet offering the largest selection of Manchester United merchandise in China and a branded dining experience with food from both the UK and China.
Bo Zhang, founder and chairman of Harves Entertainment said: “Theatre of Dreams is just that – a place where dreams come true.
“It’s an attraction where family and friends can play and learn together – no matter what age or ability – with our interactive exhibits, dining experience, and the largest selection of official and exclusive Red Devils merchandise.”
The first preview centre was appeared popular with fans, despite coming under fire for using a club crest with a noticeable mistake in it, with the ship sailing in the wrong direction to what can be found on the official club crest.
The Asian market is seen as an area to exploit in the world of football as clubs and leagues look to promote themselves across the continent, tapping into the expectedly high revenue streams that could be offered.
Manchester United themselves claim to have 100 million followers in China, a figure quoted when announcing their partnership with Harves.
Author: Jake Wilkin