Manchester United take on Crystal Palace at Old Trafford in 2019. Photo: Reuters
Source:
https://scmp.com/sport/china/article/3105313/manchester-uniteds-first-theatre-dreams-china-fan-centre-open-beijing China
Manchester United’s first ‘Theatre of Dreams’ China fan centre to open in Beijing by end of year
- Club and Chinese partners Harves Entertainment announce Old Trafford-inspired name of entertainment centres across the country
- English Premier League side face US$130m loss with Covid-19 keeping fans away, while they are also struggling on the pitch
Manchester United fans pose for a photo outside the club’s Old Trafford stadium. Photo: Reuters
Manchester United and partners Harves Entertainment have announced the name of their new China entertainment centres, with the first “Theatre of Dreams” to open in Beijing before the end of the year.
The club, along with others in the English Premier League and across the football world, are counting the cost of the coronavirus pandemic but are pressing ahead with plans in China, which were announced in January, 2019.
Last month ESPN reported that the club had lost US$100 million in six months because of Covid-19 and the figure would likely reach US$130 million before the end of the year. Much of this has come from the club being unable to allow fans back to matches at Old Trafford and the related spending by visitors in the club’s megastore and museum.
Despite the financial constraints, Manchester United spent nearly US$100 million in transfer fees in the recent transfer window, excluding agents fees and player wages for big names such as Edinson Cavani.
The club have also been named, along with fellow US-owned Liverpool, as leaders of controversial plans to ring-fence the English Premier League’s big clubs in “Operation Big Picture”, The Telegraph revealed on Sunday.
They will soon open another revenue stream with the newly announced Theatre of Dreams centres in China.
Named after the nickname for the club’s Old Trafford stadium, there are plans for five of the fan centres across the country over the next 12 months, including Shanghai, Shenyang and Changsha.
The Beijing centre, which is located near Tiananmen Square, will set out the model for those that follow with “an interactive journey through the club’s incredible history, encompassing 142 years of triumph, heroics and the never-ending pursuit of excellence” and “an immersive Manchester United football gaming experience that is unique, fun and engaging for every guest, no matter their skill level”.
In addition, the Theatre of Dreams will feature two more elements from its counterpart in Manchester: a club shop and a branded restaurant.
“Theatre of Dreams is an entirely new sports entertainment experience. It is our home away from home,” Manchester United group managing director Richard Arnold said. “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 long-standing 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.”
Harves Entertainment founder and chairman Bo Zhang was as fulsome.
“Theatre of Dreams is just that – a place where dreams come true. We’re celebrating the pursuit of excellence in an immersive environment that offers endless enjoyment and the opportunity to dream. 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 club were left red-faced after being ridiculed by Chinese social media users when they opened the first preview centre in Beijing and the club crest was wrong.
Manchester United have long had an interest in China, including commercial partners such as “Official Global Mattress and Pillow Partner” MLily.
Bruno Fernandes of Manchester United takes a corner at an empty Old Trafford. Photo: EPA
They claim to have 100 million followers in China, a figure that was reported again when Harves was announced as the “Official Indoor Entertainment Centre Partner for the People’s Republic of China” in January 2019.
The original announcement suggested that the centres in Beijing, Shanghai and Shenyang would be open by the end of this year.
OIe Gunnar Solskjaer’s side are 16th in the table with three points from three games. They were thrashed 6-1 by Jose Mourinho’s Tottenham Hotspur in their last league game.