Man Utd, in partnership with Harves Entertainment, has unveiled the name of its new entertainment centres, with the first Theatre of Dreams nearing completion in Beijing.
The attraction, located near Tiananmen Square, will be called Theatre of Dreams. It will be the first of five Theatre of Dreams to be built across China, including Shanghai, Shenyang and Changsha.
“Theatre of Dreams is an entirely new sports entertainment experience,” said 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.”
Theatre of Dreams opens this winter in Beijing
Theatre of Dreams centres will offer various activities and state-of-the-art attractions, which include:
- An interactive journey through Manchester United’s 142-year history
- An immersive Manchester United football gaming experience
- A retail element featuring the largest selection of official Manchester United merchandise in China
- A branded dining experience offering authentic food from the UK and China
“Theatre of Dreams is just that – a place where dreams come true,” said Bo Zhang, founder and chairman of Harves Entertainment.
“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.”
Meanwhile, PortAventura World has announced a partnership with football league LaLiga to invest €150 million in football-themed attractions at the theme park resort in Spain.
TOCA Football, a global sports and entertainment company, is also opening its first immersive, soccer-themed entertainment venue, TOCA Social, at the O2 in late 2021.
Theatre of Dreams opens in Beijing in winter 2020.