UEFA signs licence agreement with Marka

UEFA has signed a licence agreement with Marka to build the first ever UEFA Champions League Experience concept stores across the Middle East.

UEFA and Marka will team up to unveil a concept destination offering the best of the UEFA Champions League. The United Arab Emirates will soon host the world's first UEFA Champions League Experience, an immersive concept store and fast-casual dining destination showcasing the very best of the competition.

The first UEFA Champions League Experience will open in Yas Mall on Yas Island, Abu Dhabi. The inaugural store is scheduled for opening in May 2015 with plans confirmed for expansion across the Middle East.

Inspired by the atmosphere, energy and passion of the UEFA Champions League, the 1,600m² destination retail concept will feature a unique combined retail and restaurant offering. Fans will be able to purchase merchandise from Europe's top teams from dedicated shop-in-shops. Memorabilia signed by football legends will also be on display and available for purchase.

The UEFA Champions League Experience will have a museum included where supporters can learn more about their favourite sides and players. A wide range of official UEFA Champions League licensed products will also be available.

The UEFA Champions League Experience will boast a fast-casual dining restaurant where customers will enjoy signature dishes served in a stadium-inspired setting designed to replicate the atmosphere of the UEFA Champions League, while watching live matches as well as archive footage of standout games and highlights on giant screens.

Guy-Laurent Epstein, marketing director of UEFA Events SA, said: "We are very pleased to announce this exciting new concept, where for the first time in the Middle East, fans will be able to gather and enjoy the best of what the UEFA Champions League represents. We are glad to offer our fans this exciting, innovative concept and look forward to launching the first of many stores in association with Marka."

Khaled Almheiri, vice-chairman of Marka, added: "The UEFA Champions League is the most popular club competition in the world and enjoys a cult following across the Middle East. The UEFA Champions League Experience will be the ideal destination for all football fans to come and enjoy the best of European football and their favourite teams under one roof. Marka is delighted to be partnering with UEFA to bring the UEFA Champions League Experience, first to the UAE and then to the wider region."