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(CNN) — After the collapse of Egypt’s early elimination in the Africa Cup of Nations the summertime, Mohamed Salah took a break in Dubai to recover.
The reigning African footballer of the year sampled gourmet cuisine in five star restaurants, relaxed beaches, and maintained himself in shape with some light training at the Nad al Sheba (NAS) sports complicated.
This was not the first trip to the complex, nor even his earliest this year of Salah. His team booked in for a coaching camp as did Premier League rivals Manchester United – .
Arsenal were guests in March, adding their names to an illustrious list that contains Borussia Dortmund Real Madrid, and AC Milan. Juventus star Cristiano Ronaldo dropped over his winter holidays.
The appeal is not restricted to footballers.
World number one tennis player Novak Djokovic posed at NAS at 2016 for a selfie together using Dubai’s Crown Prince.
From the Australian cricket team to UFC winner Khabib Nurmagomedov, the cream of global sporting royalty are flocking into the website.
But why?
‘pretending to be the best’
The NAS complex, located close by the world horse racecourse, was designed using the aspiration to become one of the world’s best.
“We aim to be recognized as a outstanding destination,” states NAS manager of game Robert Wadsworth.
Feedback from celebrity clients – he prefers not to name names – suggests the ceremony is”similar and in some instances significantly better than the facilities they’re utilised to.”
Some clients have been happy to offer shining reviews, for example Djokovic, who wrote a thank you notice on Instagram”for letting me train in the finest sports center on the planet.”
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The site comprises a broad selection of indoor and outdoor features. There are two FIFA-standard soccer pitches as well as a sports track, as well as indoor arenas including badminton, volleyball, futsal (similar to five-a-side soccer ) and martial arts.
The complex also has centers for simulating different altitudes, cryotherapy chambers which help recovery after exercise, swimming pool and hydrotherapy tools, as well as a sports science lab and medical support teams.
“The Nad Al Sheba Sports Complex is an evolving project, increasing by the week, month and year,” says Nasser Aman Al Rahma, assistant secretary general of Dubai Sports Council (DSC).
Tailored usage
Various customers find various uses for the complex.
“In the main it is for coaching crews both pre-season or mid-season, and injury rehabilitation and healing,” says Wadsworth.
“We’ve got a multitude of football teams in the European leagues that will train with us from January to March when (many) leagues have winter breaks. We host teams from Asia from November to February when they are doing pre-season work”
The site also hosts teams and athletes as they prepare for tournaments, Wadsworth adds. “Cricket Australia finished their pre-tour testing NAS before flying to the UK for the World Cup and also The Ashes.”
Beyond the function, Wadsworth believes privacy is a part of the appeal for visitors. NAS is a private facility which takes pride in safeguarding against interruptions from the media or public.
This Dubai is used to catering to the rich and famous also allows a degree of anonymity for clients in their time, that can enjoy a quiet meal or see local landmarks without being swarmed by sports lovers.
Industrial value
Celebrity athletes in the NAS complex’s presence may bring advantages for both traffic and hosts.
“Several countries in the Gulf area are using hot weather training teams as part of their sports development strategies,” says Professor Simon Chadwick, a sports company specialist at the University of Salford, in the UK.
“They have positioned themselves as training and health destinations with the intention of drawing athletes and teams, raising awareness of their facilities and, hence, driving long-term enterprise.”
A 2015 Deloitte report also noted that the possible advantages for fostering tourism and awareness.
“The usage of Dubai as a location for warm weather training in the winter months is proving increasingly popular for football teams,” the report says. “If marketed correctly Dubai could in time be the’go-to’ place for a significant number of nightclubs, with consequent opportunities for instruction (and) exhibition matches.”
“Volume involvement events also have significant potential in attracting additional sports tourists”
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Chadwick thinks there are for seeing with sportspeople advantages center.
“By training at the Gulf athletes and groups can raise their profiles throughout the area, construct fan engagement, and set potentially lucrative relations with company partners,” he states.
The presence of commercial factors in excursions to Dubai was highlighted by visitors such as Bernd Wehmeyer, director of soccer team Hamburg SV, who said the club’s property by Emirates Airline has been a factor in the selection of destination.
Wider ambitions
The development of connections with global sports celebrities is currently taking place to develop sporting infrastructure and participation in Dubai.
The Emirate opened the Arena which will host soccer, basketball and hockey. Dubai also updated facilities such as the Al Maktoum Stadium for its 2019 Asian Cup, held at the UAE.
“There are quite a few different sports projects under debate,” says Aman Al Rahma, record plans for new bicycle tracks and golf courses in the desert.
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The DSC is aiming to improve involvement across all demographics, says Aman Al Rahma, with the purpose of making Dubai”among the very physically active areas on the planet.”
“That is the reason why, if you have a look in Dubai’s annual sports calendar, then you will come across quite a few of neighborhood sports events together with the star-studded elite athletic extravaganzas,” he states.
Having procured a influx of talent that is global, Dubai is currently seeking to cultivate its own.

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