Major International Brands sign up with Dubai Sports City

Manchester United, Troon Golf, golfing superstar Ernie Els, Britain’s former Davis Cup Skipper, David Lloyd and the world’s number one golf coach Butch Harmon, have become the first major international brand names to commit to Dubai Sports City (DSC) – the 50 million square feet development being created as one of the star attractions of the mega AED 18 billion Dubailand project.

The result is that the DSC, the world’s only integrated purpose-designed sports city coming up at the two billion square feet Dubailand, will host a Manchester United Soccer School – the first permanent facility outside of Europe, the first Ernie Els Signature golf course, managed by Troon Golf, a David Lloyd Tennis Academy and Butch Harmon Golf Academy.

“Dubailand is one of Dubai’s most prestigious and ambitious projects. A development of this magnitude can only attract the world’s finest affiliates. Along with DSC a number of world class companies have joined,” said Mohammed Al Gergawi, Chairman of Dubai Development and Investment Authority (DDIA), which has launched the Dubai Tourism and Development Company that oversees the development of Dubailand.

Al Gergawi said every aspect of this mega development will come together to position Dubailand alongside the world’s finest in entertainment, leisure and sport.

“Dubailand is an opportunity for our partners to create new and exciting projects that are unique to this region. The fact that our partners in Dubai Sports City have attracted names such as Manchester United, Ernie Els and Butch Harmon, shows the kind of world-class expertise that will help in the development of Dubailand,” Al Gergawi pointed out.

The Dubai Sports City announcement is in line with the intentions of the DDIA and the Dubai Tourism and Development Company along with the project’s investors in order to transform Dubai into a centre for excellence.

“In addition we are in serious negotiations with international bodies representing hockey and cricket and hope shortly to announce additional world-class academies serving these two important sports,” said Khalid Al Zarooni, President, Dubai Sports City LLC.

DSC has signed a memorandum of understanding with Manchester United Plc to run the permanent DSC football academy which will be attached to a multi-purpose outdoor stadium with a seating capacity of 25,000.

“Manchester United is delighted to be involved in this exciting project,” said David Gill, CEO, Manchester United FC. “We are confident that the evolution of this unique facility will encourage more young people to participate in football and achieve their full potential.”

The project brought praise too from Manchester United’s Manager Sir Alex Ferguson.

“This is one of the most exciting facility concepts I’ve ever seen and I’m sure it will be a great success. We are delighted to be involved in yet another pioneering programme for football outside of the UK.

“The DSC Manchester United Football School will be the first permanent soccer training facility in the Middle East and will live up to our maxim of delivering coaching which allows students to enjoy playing football in a fun and friendly environment.”

Under the MOU, Manchester United Merchandising Limited has granted DSC the exclusive right to use the Manchester United Football Club and Manchester United Soccer Schools names and logos in association with football training and coaching in the UAE and remaining GCC countries.

“The response is expected to be tremendous,” said Khalid Al Zarooni. “This is one of the biggest names in football meeting what will be one of the best names in sports lifestyle provision. We also envisage DSC staging soccer clinics in association with the Manchester United Soccer School throughout the GCC.

“The MOU signed with Manchester United means DSC, which will be one of the world’s most popular sporting destinations is now working hand-in-hand with one of the world’s most popular football clubs.”

DSC will also host the region’s first David Lloyd tennis academy – training centers of excellence developed by Britain’s former Davis Cup skipper and tennis ace.

“The academy will help young people to develop their tennis skills under the tuition of leading professionals,” said David Lloyd. “Tennis has a huge following in the Middle East and the region could well produce an international star in the future.”

And the DSC golf academy, due to be operational in 2006, is to be operated as a Butch Harmon Golf Academy – the first of its kind outside North America – and designed by the man that the world’s leading industry magazine, Golf Digest, recently voted the world’s No: 1 Coach. It will operate in association with Troon Golf, which is also involved in the development and management of DSC’s Ernie Els Signature championship golf course. 

“Dubai is now regarded as one of the world’s fastest emerging golf destinations. We are immensely proud that Butch Harmon has chosen Dubai to be the first city outside of North America to establish a learning facility that will attract new golfers to this wonderful city and aid with the growth of tourism in this region. Troon Golf considers itself privileged to be working with Butch and the investors from DSC on a project that will change the face of golf in the Middle East forever.” said Bruce Glasco, Senior Vice President, Troon Golf Australia/Pacific.

DSC says the unique ‘Butch Harmon’ methodology will greatly assist in attracting more nationals to the game of golf and reaffirm Dubai as a golfing destination for the international market.

“DSC’s objective is not only to create a sports complex that ranks among the best in the world, but to create champions that compete with the best in the world,” said Al Zarooni.

“These dedicated academies for football and golf will train the young as world class champions who can live the victory.

“Butch Harmon is the world’s most recognized name in golf instruction and his name will lend DSC the level of professionalism the project intends to maintain. We also envisage the ‘Butch Harmon’ name creating potential for us to encourage tour professionals to use the DSC facilities as a vacation site.”

Meanwhile, it has been announced that DSC’s 18-hole championship golf course will be designed by South African golfing superstar Ernie Els.

“I was so impressed with the developers’ vision, that getting involved was an easy decision to make,” said Els. “In my opinion this entire project will elevate the standards for all sports in the Middle East.

“Dubai holds a very special place in my heart and the Dubai Desert Classic has always been a regular stop on my tournament schedule and hopefully that will continue for many years to come.

“During my career I have been fortunate enough to play the best golf courses around the globe and this experience has instilled in me an appreciation for classic golf courses that withstand the test of time. I will draw on this experience when designing the Dubai Sports City course and look forward to creating a ‘modern classic’ in one of the greatest cities in the world.”

DSC believes the immediate global recognition of the Els name and reputation will assist in establishing the project on a worldwide scale.

“Els gives us a trusted image which is invaluable for real estate marketing,” said Al Zarooni.

Mixed-use, freehold independent villas positioned for spectacular views are to be part of DSC’s golfing complex. Residential development of the villas will be of approximately 10,000,000 square feet.

“DSC aims to create a unique residential community which will compliment and jointly present a life-style that attracts home buyers with a passion for an active life style,” said Al Zarooni.

Dubai Sports City’s integrated golf residential community will set new lifestyle standards in Dubai. A variety of architecturally designed houses will seamlessly interact with Els’ championship golf course. The golf residential community will not only feature the Els championship golf course and the Butch Harmon Golf Academy, but will also have a residential clubhouse that will give the community of Dubai Sports City living facilities that will include spas, dining options and state-of-the-art entertainment alternatives.

DSC’s golfing community will include the Ernie Els signature golf course, the Butch Harmon Academy, a Club House with various leisure and entertainment facilities including an open tennis court, indoor hall for tennis, basketball and 5-aside-soccer, squash courts, a resort-type swimming pool, health club and gym facilities, a games room and the residential community.

Freehold commercial and residential plots are open for purchase by GCC nationals for self-development along certain design guidelines.

The golf course and sports related academies are part of Phase I of DSC, which also features a variety of sports stadiums. Lots for villas and residential towers are being allocated along the infrastructure of Phase I, which is expected to take four years to complete.