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A new visitor attraction dedicated to Manchester City has opened its doors in Abu Dhabi, with the new City Challenge offering visitors a chance to show off their footballing skills through a range of immersive experiences
Tom Anstey | Planet Attractions | 20 Dec 2023
City Challenge allows visitors to step into the shoes of City legends through a range of interactive challenges Credit: City Challenge
Premier League football giant Manchester City has opened a world first attraction offering guests the chance to test their ball skills in a range of immersive experiences.
Called City Challenge, the attraction has just opened its doors at the Yas Mall in Abu Dhabi and combines an interactive experience centre and a retail store, with a future themed restaurant to complete the experience.
In the attraction, visitors create a virtual companion avatar and can then explore the Manchester City locker room, player tunnel, and trophy hall, before entering the virtual arena, designed to recreate the atmosphere of the team’s home ground - the Etihad Stadium.
Powered with RFID-technology to create a personalised experience, visitors can step into the shoes of the likes of Erling Haaland and Kevin De Bruyne, with a series of challenges testing speed, reflexes, agility, and of course footballing ability.
Through ten interactive challenges, players are scored and ranked on a leaderboard, with games designed to cater to players of any age and ability.
Among the activities on offer, visitors can take a penalty against a robot keeper, one who has stepped up to the plate against Manchester City legend Sergio Aguero, who took the first shot against the robot ahead of the official opening on December 15.
In addition to these skill games, City Challenge also takes visitors on a journey through the history of the club dating all the way back from its foundation through to the takeover that helped it become a global football powerhouse and eventually claim titles including the Premier League and Champions League trophies.
The accompanying Manchester City Store is operated by Puma and is a first for the region. Opened on November 24, inside shoppers can purchase an array of merchandise, including kits, shirts and personalised pieces from players.
A restaurant is currently under development, with the themed offering set to act as “the perfect place to sit and enjoy live Manchester City games and highlights”, with F&B options helping to create an enjoyable matchday experience.
“This is a fantastic opportunity for adults and children across the UAE and the Middle East region - whether they’re football fans or not - to enjoy a unique and interactive experience,” said Nuria Tarre, chief marketing and fan experience officer at City Football Group.
“City Challenge will allow visitors to enjoy the spirit of football, celebrate the club’s major achievements in a new way and allow people to connect with Manchester City from afar. We wanted to create something fresh and distinct, and we hope our fans enjoy it.”
City Challenge is the result of a strategic partnership between Manchester CIty and developer Aldar, with both working to create multiple visitor experiences across the region. Manchester City is also partnered with Experience Abu Dhabi, which is the destination brand of the Department of Culture and Tourism - Abu Dhabi, and Yas Island.
“The launch represents an important milestone for our retail business, consolidating Yas Mall’s position as a hub for innovation, entertainment, and experiential retail in the region,” said Saoud Khoory, chief retail officer at Aldar.
“The concept is fantastic, and we believe that the global appeal of the Manchester City brand will attract even more residents and tourists to our flagship mall.”
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