the Journal of Sport History, identified some 97 sports museums in Austria. In the UK there are 25 sports museums (see
www.sportsmuseums.co.uk), covering 13 different sports, ranging from horse rac- ing to badminton. The list is dominated by soccer. In November 2012, a ninth soccer museum was added to the list: Wolverhamp- ton Wanderers FC launched a new visitor experience. This long-established football club has traditionally pioneered strong com- munity relations, with the opening of a £1m (€1.2m, US$1.5m) museum being the most recent part of this jigsaw. According to Wolves’ CEO Jez Moxey,
the vision of Steve Wilson – long-standing chair of the museum – “is as much about
representing who we are now as a club, as it is our rich history, and the intention that grandparents, parents and children – who- ever they support – will all be able to visit together and have a fantastic experience”. Located in the £18m (€20.8m, US$26.7m) refurbished Stan Cullis Stand at Molineux Stadium, the Wolves Museum features 25,000 pieces of memorabilia, including shirts, medals and old programmes collected over the club’s 135-year history. Designed by Cheshire-based Mather & Co, this is, surprisingly, the first football museum in the Midlands. Designer Chris Deaney, who worked on the Chelsea FC museum and the relocation of the National Football Museum from Preston to Manchester, says:
Sport is, by its very nature, exciting, emotive and potent – these characteristics must be reflected in the visitor sports attractions of the future if they are to be a success
www.attractionshandbook.com
The immersive Ajax Experience successfully brings the heart and soul of the AFC Ajax football club into the city of Amsterdam
“Our objective was to create a dynamic, interactive football museum that engages supporters of all ages, reminds them of their club’s rich tradition and provides a great ad- dition to their match day experience within the redeveloped Molineux stadium.” The museum follows a rather typical pattern in terms of the development and presentation of the story of the Wolverhamp- ton Wanderers football club. It is split into different zones, beginning with the club’s early beginnings as an amateur team, through the 1950s when the team was unof- ficially known as the Champions of the World, through to its present championship status. Other zones cover the story of the stadium, sport science and the heroes and legends of the club via 22 touch screens. The highlight
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