(CNN) — Following the collapse of Egypt’s early elimination in the Africa Cup of Nations the summertime, Mohamed Salah took a rest in Dubai to recover.
The dominating African footballer of the year sampled gourmet cuisine in five star restaurants, relaxed on beaches, and kept in shape with a few light training in the Nad al Sheba (NAS) sports complicated.
This wasn’t the first visit to the complex, nor his earliest this year of Salah. His first team booked to get a coaching camp in January, as did Premier League rivals Manchester United – who also visited the former calendar year.
Arsenal were guests at March, including their names to an list that includes Borussia Dortmund Real Madrid, and AC Milan. Juventus star Cristiano Ronaldo fell over his winter vacations.
The appeal isn’t confined to footballers.
World number one tennis player Novak Djokovic introduced in NAS in 2016 for a selfie using the Crown Prince of Dubai.
From the Australian cricket team to UFC winner Khabib Nurmagomedovthe cream of sporting dolls have been flocking into the website.
But why?
‘pretending to be the finest’
The NAS complicated, situated close by the world horse racecoursethat was designed to become one of the world’s greatest.
“We plan to be recognized as an outstanding destination,” says NAS manager of sport Robert Wadsworth.
Feedback from star clients – that he prefers not to name names – suggests the service is”comparable and in some cases significantly better than the facilities they’re utilised to.”
Some clients have been pleased to volunteer glowing reviews, such as Djokovic, who also wrote a thank you note on Instagram”for allowing me to train in the sports center in the world.”
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The sprawling website comprises a broad selection of indoor and outdoor capabilities. There are just two FIFA-standard soccer pitches as well as an athletics track, in addition to indoor arenas including badminton, volleyball, futsal (similar to five-a-side soccer ) and martial arts.
The complex also includes centers for simulating different altitudes, cryotherapy chambers that help recovery following exercise, swimming pool and hydrotherapy tools, in addition to a sports science laboratory and medical support teams.
“The Nad Al Sheba Sports Complex is an evolving project, growing by the week, month and year,” says Nasser Aman Al Rahma, assistant secretary general of Dubai Sports Council (DSC).
Tailored usage
Customers find applications for the complex.
“From the main it is for coaching crews either pre-season or mid-season, and trauma rehabilitation and recovery,” says Wadsworth.
“We have a host of football teams from the European leagues that will train from January to March when (many) leagues have winter breaks. We sponsor groups from Asia from November to February if they are doing pre-season work.”
The website also hosts athletes and teams as they prepare for specific tournaments, Wadsworth adds. “Cricket Australia finished their pre-tour testing at NAS before flying into the UK for the World Cup and also The Ashes.”
Past the purpose, Wadsworth considers privacy is a significant region of the appeal for high-profile people. NAS is a private center which takes pride in safeguarding against flames from the public or media.
That Dubai is accustomed to catering for the rich and famous also enables a degree of anonymity for clients in their time, that will enjoy a quiet dinner or see local landmarks with no swarmed by sports fans.
Commercial value
The presence of star athletes at the NAS complicated may bring benefits for both visitors and hosts.
“Several countries in the Gulf area are using warm weather training camps as part of their sport development strategies,” says Professor Simon Chadwick, a sports company expert at the University of Salford, in the united kingdom.
“They have positioned themselves as health and training destinations with the intention of drawing in athletes and teams, increasing awareness of their centers and, consequently, forcing long-term organization.”
For boosting tourism and awareness A 2015 Deloitte report also noted that the benefits.
“The use of Dubai as a location for warm weather training in the wintertime is proving ever more popular for football teams,” the report says. “If promoted properly Dubai could in time become the’go-to’ place for a significant number of nightclubs, with consequent opportunities for coaching (and) exhibition games.”
“Volume involvement events also have considerable potential in bringing additional sports tourists”
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Chadwick believes there are for seeing with sportspeople beyond their physical fitness advantages .
“By training at the Gulf athletes and groups can raise their profiles across the area, build fan engagement, and establish possibly lucrative relations with commercial partners,” he says.
The presence of commercial considerations in excursions to Dubai has been emphasized by visitors such as Bernd Wehmeyer, manager of German football team Hamburg SV, who said the sponsorship by Emirates Airline of the club has been a factor in the selection of destination.
Wider ambitions
The development of relationships with sports stars is currently taking place to develop sporting involvement and infrastructure .
The Emirate lately opened the Arena that will host football, basketball and hockey. Dubai also updated facilities like the Al Maktoum Stadium for the 2019 Asian Cup.
“There are quite a few other sports projects under debate,” says Aman Al Rahma, record plans for new bicycle tracks and golf courses in town.
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The DSC is also aiming to improve involvement across all demographics, states Aman Al Rahma,” with the intention of earning Dubai”one of the most physically active places on the planet.”
“That is why, when you look at Dubai’s annual sports calendar, you will get quite a few of neighborhood sports events alongside the star-studded elite sporting extravaganzas,” he says.
Having procured a influx of global talent, Dubai is also seeking to nurture its own.
