Page 95 - Simply Abu Dhabi Magazine VII

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corporate box has long been the way to experience a football
match at its most luxurious. But how can you take it to the next
Manchester City Football Club has begun to take a groundbreaking
approach to fan hospitality, by giving supporters the chance to enjoy
matches from the comfort of their own customised executive box. The
visionary club will be working hand-in-hand with companies and
individuals to transform a standard corporate box into anything they
desire: the possibilities are only limited by guests’ imaginations.
The sumptuous options range from luxury reclining seats to Astroturf
flooring and gold leaf wallpaper. And the chances for creativity don’t end
with interior design. The Club can also tailor food and beverage needs to
meet the precise wishes of the box owner. Manchester City’s Marketing
Manager, Justice Ellis, has articulated the excitement that is rapidly
growing around the scheme, describing it as “a first in UK football”, and
saying that it would make the traditional corporate box offering “more
imaginative and exciting”.
Luxury standard-bearer Harvey Nichols has already taken advantage of
the new scheme, transforming a corporate box at theClub’s famous Etihad
Stadiumusing the same in-store principles that established it as a premier
name in luxury retail. Available to those who love the lavish to hire on
matchdays, it comes complete with a selection of exquisite designer goods
formen andwomen. There are even amazingly attentive personal shoppers
on hand to provide expert advice.
In the kitchen, Harvey Nichols’ team of professional chefs prepare meals
and snacks from a menu created by those attending: they can rustle up
everything froma classic English roast dinner to a Japanese banquet. Etihad
and EA Sports are among the other organisations which have proved their
commitment to luxury creativity, by being among the first to have bespoke
boxes. Up to 10 fans can then relax and watch all the action from the box
– which is also available to hire for events on non-match days.
The concept box offering is part of the club’s ambitious wider plan to
appeal to all fans, and create one-of-a-kind match day experiences. A full-
season box includes incredible features, such as upgraded high back
external balcony seating and private dining, with delicious refreshments at
half time and full time.
Football fans using the boxes can also enjoy close proximity stadium
parking for the season, premier food and drinks packages available on a
seasonal or match-by-match basis, exclusive access to priority tickets for
concerts and special events. They also receive invitations to club events,
and even have access to concierge service for travel and accommodation
Sounds to us like it ticks all the boxes!