Fans queue up outside MUX Experience Centre.

United create unique experiences for Chinese fans

Manchester United is furthering its relationship with our 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 an 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 the cutting-edge experience which will be in place when the full Centre opens in 2020, followed by more throughout China.

The Manchester United Experience Centres are unique, state-of-the-art environments that bring the excitement of United and Old Trafford to our supporters in China, giving fans a place to celebrate the team they passionately follow. 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 fans.

Highlights for supporters include a full-scale replica of Old Trafford’s famous Trinity Statue, an interactive showcase of the club’s most historic moments and triumphs, an authentic replica of the players' tunnel and changing rooms, which bring to life the atmosphere of Old Trafford, as well as opportunities for fans to ‘sign’ for the club. 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 our 100 million+ Chinese followers.

Harves Entertainment Chairman, Bo Zhang said:

“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 realising 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.

Find out more about Harves here.

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