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Dubai: FC Barcelona, one of the most successful clubs in the world, is hoping to spread the 'Barca spirit' as they ventured into the UAE market.
Earlier this week, FC Barcelona tied up with Emaar Education - a subsidiary of Emaar Properties PJSC - announced a partnership with Stryx Sports Marketing SAE to establish the FCBEscola Dubai Soccer Academy run by coaches from the FC Barcelona.
"It's for the greater good of the kids in the UAE," insisted NG Boon Yew, CEO of Emaar Education.
"We hope that this venture will also benefit our students and hopefully some of them will go on to play in the national team," he hoped.
New markets
The academy will be hosted by Raffles International School situated in Umm Suqueim and the first batch of 300 kids are expected to start the ten-month programme from September this year.
However prior to all this, there will be a series of selection trials starting in March.
"Students from across the UAE can take part in the trials and at the end of the it we will select the 300 best candidates," Yew said.
To start with, FC Barcelona will send at least four coaches to conduct the programme, after which trained professionals from the country will look after the training of the kids.
"More than 7,000 children are part of our training programme worldwide and Dubai will become the latest addition," noted Ms Sofia Moya, head of FCB marketing.
"Our training is not only about soccer. It is more about transmitting the barca spirit. We have a history and tradition that spans 110 years, and we want to pass this on to this part of the world," promised Ms Moya.
On the other hand, the club is also about an entity focussed on human values. "We believe in educating children, not merely on the field but off it as well," stated Casper Stylsvig, FCB's regional marketing manager.
"We've got more than 160,000 members worldwide and it is now time that we start turning our attention to new markets," he added.
FC Barcelona have tied-up with Nike to form FCB Merchandising which basically consists in running the academies to get their own talent of young players and the FCBEscolas (schools).
"Anyone who is doing well at the Escolas can join the academy and have a chance of playing for FC Barcelona," Stylsvig said.
Manchester United have been operating in Dubai for more than two years now with their branded Manchester United Soccer Schools (MUSS). And hence, FC Barcelona becomes the second high-profile club to try and capture the imagination of youngsters here.
"We are not scared about any competition. We know we are product and we have a genuine brand to sell. We will ensure that the pricing for the course will be competitive," promised Hisham El Kheshen, CEO of Stryx Sports Marketing.
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