How Uber is taking Old Trafford to India
Manchester United and Uber are bringing Old Trafford to Bengaluru in India to surprise a devoted Manchester United fan and allow him to be the first fan to experience Uber’s 360 Old Trafford Destination United Experience, which encapsulates the essence of the Theatre of Dreams.
As the club’s Official Ride Partner, Uber have created the experience as part of its global campaign, Destination United, supported by COPA90, to celebrate its support of Manchester United football fans around the world, collapsing the distance between the fans and the club by bringing them closer to the team they so passionately support.
The Old Trafford Destination United experience kicks off in Bengaluru from 27 to 29 April, and will include an appearance from club legend and IPL player, Wes Brown.
Thanks to the latest technology, an immersive group 360 experience pod has been created which will encapsulate the essence of the Theatre of Dreams, transporting the visitors through a unique fan journey into the atmosphere and history of Old Trafford.
In addition to the pod, many other iconic Old Trafford experiences have been recreated within the specially designed fan area, such as the players’ tunnel and the first team changing rooms. The stadium’s museum which hosts more than 500 medals and silverware will also be recreated, with some of the memorabilia having been specially transported to India to be on display, with interactive live talks and photo opportunities.
As part of Destination United, Uber scoured the world for football’s most deserving fan and found him in Pratham Prabhu, from India, who has been a Manchester United devotee his whole life but has never visited Old Trafford.
Pratham’s love for Manchester United was passed down from his grandfather, Prathamesh. They watched games together when television in India began broadcasting league matches 20 years ago. Pratham went on to host football parties at home, bringing together people through his passion for MUFC. Rather than sleep, he watched United with Champions League matches beginning at 1.30am and sometimes finishing at dawn.
In addition to this, Pratham and his family will also have the opportunity, alongside 75,000 fans inside the stadium and millions of supporters around the globe to see himself on the digital advertising boards as, for the first time ever, Uber and the club link up during the team’s home fixture against Arsenal on 29 April.
Destination United will also be celebrated at Old Trafford with Uber’s manifesto, pledging its desire to bring fans close to the club displayed around Old Trafford. Two deserving fans chosen by Uber will also be the team’s mascots on the day, leading out the first team on The Theatre of Dreams’ hallowed turf.
Manchester United’s Group Managing Director, Richard Arnold, commented:
“Through Destination United, Uber have come up with some really creative ways in which they can connect with our fans worldwide. Their ability to do this on a global scale allows us to engage further with these fans, creating lasting memories and once-in-a-lifetime experiences for supporters of all ages, no matter where they are in the world.”
Chief Brand Officer at Uber, Bozoma Saint John, said:
“We are collapsing space and time between the MUFC global fan base by bringing them closer to their passion for the sport and their fellow supporters, creating an opportunity to experience the Theatre of Dreams in a way only Uber can do.”
Destination United is a free-to-attend event with demand expected to be high. Fans can apply for tickets online by visiting https://nvite.com/uber/destinationunited.