January 28 – UEFA is building its Champions League brand value in the Middle East with the opening of a number of UEFA Champions League Experience concept stores. The first store is scheduled to open in May in the United Arab Emirates in Yas Mall on Yas Island, Abu Dhabi.
Built and operated by local firm Marka, the plans are to roll out the stores across the Middle East.
As well as selling merchandise from Europe’s top teams from dedicated shop-in-shops and a range of UEFA licensed product, the stores will offer memorabilia signed by football legends. The venues will also have restaurants offering a “fast-casual dining destination”.
Trading on the Champions League theme thoughout, the blueprint for the roll out of the concept, the has a floorplan of 1,600m². Aiming to replicate the atmosphere of the UEFA Champions League, venues will screen live matches as well as archive footage of standout games and highlights on giant screens.
Khaled Almheiri, vice-chairman of Marka, added: “The UEFA Champions League is the most popular club competition in the world and enjoys a cult following across the Middle East. The UEFA Champions League Experience will be the ideal destination for all football fans to come and enjoy the best of European football and their favourite teams under one roof. Marka is delighted to be partnering with UEFA to bring the UEFA Champions League Experience, first to the UAE and then to the wider region.”
UEFA Events marketing director Guy-Laurent Epstein, emphasised the new brand approach and ambition for the venture: “We are very pleased to announce this exciting new concept, where for the first time in the Middle East, fans will be able to gather and enjoy the best of what the UEFA Champions League represents. We are glad to offer our fans this exciting, innovative concept and look forward to launching the first of many stores in association with Marka.”
No details of the deal were released or the cost of developing the venues.
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