Spanish soccer powerhouse Real Madrid is to leverage its brand in the southern hemisphere with the launch of interactive attraction in Australia.
Real Madrid World of Football, Come Play! is the name of the travelling exhibit which will visit 15 cities worldwide from 2018 to 2023. It has been created in partnership with two Australian companies, iEC Exhibitions and the ticketing provider TEG. It is estimated that 3.5 million people will experience the attraction during its five-year tour.
The 1,500 square-metre exhibition will be housed inside a pavilion inspired by the famous Santiago Bernabéu Stadium. Digital technologies will be used to engage football fans of all ages – not just supporters of Real Madrid – in a variety of activities. There will be four zones including a exhibition zone featuring trophies and other memorabilia, a 360° virtual zone, an interactive Come Play zone, plus a merchandise store.
“Our aim is to make the impossible, possible, so that fans around the world can feel what it’s really like to be physically amongst this incredible team,” says iEC Exhibitions founder Tony Cochrane.
A full touring schedule has yet to be finalised. There is no word yet on where the first city will be, but it is believed to be in Australia.