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SPECIAL REPORT


The scheme is part of the club’s ambitions to grow its global audience in an increasingly global and competitive market


The ‘sportertainment’ resort will mix a world-class sports venue with a large tourist attraction


Real Madrid resort on track for 2015 opening


A


n opening date has been set for the US$1bn (£632m, E756m) Real Madrid Island Resort, currently under con-


struction in Ras al-Khaimah in the United Arab Emirates. Built under the Span- ish football club’s brand, the 50-hectare (124-acre) Real Madrid Resort Island com- plex is a joint venture between the club and the government of Ras al-Khaimah and is set to open in January 2015. When complete, it will combine mod- ern, world-class sports venues with


entertainment facilities and will feature a large theme park and luxury hotels, as well as a residential scheme. There will also be a Real Madrid museum and a number of other branded leisure, hospi- tality and retail spaces. The centrepiece of the resort will be


a 10,000-capacity stadium – claimed to be the first to offer uninterrupted views of the sea on one side. It will be used for a wide range of sporting and cultural events and there are also plans to use the stadium as the emirate state’s new


national venue. A special ‘sport port’ will also be created, alongside a luxury marina and yacht club - with the entire development being built in the shape of the Real Madrid club emblem.


TO NEW FRONTIERS Real Madrid’s president, Florentino Per- ez, has described the “sportertainment” project as being an integral part of the club’s future as it looks to gain a foot- hold in the potentially lucrative Middle Eastern and Asian markets. Football is growing in popularity across


The iconic football club is the richest in the world, with an annual income of around £480m 16 Read Sports Management online sportsmanagement.co.uk/digital


the region and a number of leading Eu- ropean clubs – including Real Madrid’s arch-rivals FC Barcelona – are keen to increase the level of awareness of their brands. FC Barcelona recently established a soccer school in the Emirate state of Abu Dhabi, while the likes of Manchester


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