Manchester United to open fan centers in China

Manchester United – the most popular English Premier League side in China – will open entertainment centers in Beijing, Shanghai, and Shenyang late next year, the club announced this week.

The Manchester United Entertainment and Experience Centers will feature interactive fan experiences, as well as shops and restaurants, the club said.

The club says the new centers will provide Chinese fans with "a place to celebrate the team they so passionately support".

Manchester United is partnering with Shenyang-based real estate development company Harves on the construction of the centers.

"We're very excited to be partnering with Harves on the Manchester United Entertainment and Experience Centers concept, offering our millions of Chinese fans the chance to experience the club in a new and innovative way," said Manchester United group managing director Richard Arnold. "We first visited China in 1975 and we're proud to have seen our fan base in the region grow and develop their passion for United over the years. This new concept will allow them to get closer to the club they love."

The club says state-of-the-art technology will "bring Manchester United to life" at the centers, which will aim to replicate the atmosphere of matchday at Manchester United's home stadium, Old Trafford, and teach visitors about the team's history and heritage.

Manchester United has amassed a large fan base in China and is the most decorated team in English soccer, and one of the first European teams to have toured the country.

Manchester United's official TV channel, MUTV, is partnered with digital media platform Sina Sports and broadcasts games to more than 100 million viewers in China.

The 20-time league winners have made a strong digital push into China in recent years, accruing more followers and interactions on social media platforms Weibo and WeChat than any other European soccer team, according to a 2018 study from Shanghai-based sports marketing company Mailman.

Manchester United has 9.3 million followers on Weibo, a million more than Manchester City, which is the second most-followed European team on the Chinese social media platform.

Chinese celebrity fans including pop star Lu Han have contributed greatly to the club's online profile in China, according to Mailman. Lu regularly posts about the club on Weibo — one such entry generated a record 100 million comments.

Harves chief executive Zhang Bo said that the club's dedication to China has produced a loyal fan base.

"We are excited to bring the rituals and emotions of the Manchester United experience to the youth in China, capturing what it feels like to be a member of this elite club," said Zhang. "Rooted in its unique approach to training, its storied legacy and leadership, and its status as the most successful club in the world, we will create a fully immersive experience that entertains, educates, and inspires the next generation of football fans."