Manchester United and Harves Entertainment Launch Shared Entertainment and Experience Vision
Manchester United is furthering its relationship with its longstanding 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 today’s official 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.
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.
Harves Entertainment Chairman, Bo Zhang comments:
"Harves Entertainment is honoured to partner with Manchester United to bring this unique, next generation opportunity to life in China. We share a vision for an engaging and immersive entertainment experience that will allow young people and fans more access to the historic Club. We will also offer youth training opportunities that provide skills and a better understanding of what it means to pursue excellence. Most importantly, we want to bring families and fans together to have fun and to be entertained. We have assembled great partners in realizing this vision and look forward to working together to create something exciting that will benefit all who experience it."
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.
The app, available on both iOS and Android devices, is available to download now on the Apple App Store, OPPO AppStore, VIVO App Store, Xiaomi Market, Tencent App Store and Google Play Store.
About Manchester United
Manchester United is one of the most popular and successful sports teams in the world, playing one of the most popular spectator sports on Earth. Through our 141-year heritage we have won 66 trophies, enabling us to develop the world’s leading sports brand and a global community of 659 million followers. Our large, passionate community provides Manchester United with a worldwide platform to generate significant revenue from multiple sources, including sponsorship, merchandising, product licensing, new media & mobile, broadcasting and match day.
Harves is a global entertainment company with a growing portfolio of properties. The integrated services Harves offers are specifically designed to address the next generation of experience for global audiences. We offer concept development, financing, creative execution, development and construction, operations, omnichannel retail, licensing, and consulting. In China, Harves has partnered with the China Development Bank Capital Corporation Ltd. to build cultural entertainment and education experiences throughout the country. This includes an exclusive partnership with Manchester United to jointly develop immersive entertainment and experience centres. For more information on our projects and services visit www.harves.com.