Manchester United is furthering its relationship with its long standing and loyal fanbase in China through new physical and digital initiatives, including immersive and interactive experience centres in major cities and a dedicated Chinese language app.
Club legends Peter Schmeichel, Dimitar Berbatov and Wes Brown attended the recent opening of the preview centre in Beijing, part of the club’s partnership with China-based Harves Entertainment. The event, which was also attended by Manchester United’s Group Managing Director, Richard Arnold and Harves Chairman, Bo Zhang, took place at the Manchester United Experience preview centre located in the historic Qianmen Dashilan area right next to Tiananmen Square and the Forbidden City. The preview centre showcases to fans the cutting edge experience being developed that will be in place when the full centre opens in 2020, followed by more centres throughout China. International Theme Park Services served as Project Administrator for Harves Entertainment.
The Manchester United Experience centres are a unique, state-of-the-art environment and experience that bring the excitement of Manchester United and its Old Trafford stadium to the club’s followers in China, giving fans a place to celebrate the team they passionately support. They are designed as an interactive experience that presents the excitement, rich history and culture of the club in a way that will inspire the next generation of Chinese United fans.
Highlights for fans and families include a full scale replica of the Old Trafford’s famous Trinity Statue, an interactive showcase of the club’s most historical moments and triumphs, an authentic replica of the players tunnel and changing rooms bringing to life the atmosphere of Old Trafford as well as opportunities for fans to ‘sign’ for the club and show their allegiance to their team. The preview centre also houses the first official Manchester United Megastore in mainland China. The Beijing centre is the first of its kind for any club and will be closely followed by further developments in Shanghai and Shenyang. A series of centres will roll out across China, bringing unparalleled, innovative access to the club’s 100 million+ Chinese followers.
Manchester United is also combining this physical experience with digital interaction through its new, dedicated Chinese-language app, providing greater access to the latest club-related news and exclusive videos; and offering an easier way for fans in China to engage directly with the club.