(CNN) — Following the disappointment of Egypt’s early elimination from the Africa Cup of Nations the summertime, Mohamed Salah took a break in Dubai to recover.
The dominating African footballer of the year sampled gourmet cuisine in five-star restaurants, relaxed on beaches, also maintained in shape with some light training in the Nad al Sheba (NAS) sports complicated.
This wasn’t the first visit to the complicated, nor his earliest this season of Salah. His team booked in for a coaching camp in January, as did Premier League rivals Manchester United – that visited the previous year.
Arsenal were guests at March, including their names to a illustrious list that includes Borussia Dortmund Real Madrid, and AC Milan. Juventus star Cristiano Ronaldo fell in over his winter vacations.
The appeal is not limited 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 royalty are currently flocking into the site.
But why?
‘pretending to be the finest’
The NAS complex, situated close by the world’s priciest horse racecourse, was created to become one of the world’s greatest.
“We aim to be recognised as an elite destination,” says NAS manager of game Robert Wadsworth.
Feedback from celebrity clients – he prefers to not name names – indicates the service is”similar and in some cases better than the facilities they’re utilised to.”
Some clients have been happy to offer glowing reviews, for example Djokovic, who also wrote a thank you note on Instagram”for allowing me to train in the top sports facility on the planet.”
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The sprawling site comprises a selection of indoor and outdoor features. There are just two FIFA-standard soccer pitches as well as an athletics track, as well as indoor arenas for badminton, volleyball, futsal (like five-a-side soccer ) and martial arts.
The complex also includes centers for simulating different altitudes, cryotherapy chambers which aid recovery after exercise, swimming and hydrotherapy resources, as well as a sports science laboratory and medical support groups.
“The Nad Al Sheba Sports Complex is an evolving project, rising by the week, month and year,” says Nasser Aman Al Rahma, assistant secretary general of Dubai Sports Council (DSC).
Tailored usage
Various clients find applications for the complex.
“In the main it is for training crews both pre-season or mid-season, and injury rehabilitation and healing,” says Wadsworth.
“We’ve got a range of football teams from the European leagues who will train with us from January to March when (many) leagues have winter fractures. 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 completed their pre-tour testing NAS before flying into the UK for its World Cup and The Ashes.”
Past the purpose, Wadsworth considers privacy is a part of the attraction for people. NAS is a private facility which takes pride in protecting against flames.
This Dubai is accustomed to catering for the rich and famous also allows a degree of anonymity for clients on their downtime, that can appreciate a quiet meal or visit local landmarks with no swarmed by sports lovers.
Industrial value
The presence of star athletes in the NAS complex may bring benefits for both hosts and visitors.
“Many countries in the Gulf region are utilizing warm weather training camps as part of the sports development plans,” states Professor Simon Chadwick, a sports business specialist at the University of Salford, in the united kingdom.
“They’ve positioned themselves as training and health destinations with the goal of drawing in athletes and teams, increasing awareness of the centers and, consequently, forcing long-term business.”
For fostering awareness and tourism A 2015 Deloitte report also noted that the advantages.
“The usage of Dubai as a place for hot weather training in the winter months is proving increasingly popular for football teams,” the report says. “If marketed correctly Dubai can in time become the’go-to’ venue for a significant number of nightclubs, with resulting opportunities for instruction (and) exhibition matches.”
“Volume involvement events also have considerable potential in bringing extra sports tourists”
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Chadwick considers there are also advantages for seeing sportspeople past their physical fitness.
“By training in the Gulf athletes and groups may raise their profiles across the region, construct fan engagement, and establish potentially lucrative relations with commercial partners,” he says.
The existence of commercial considerations in trips to Dubai was highlighted by visitors like 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 growth of relationships with sports stars is currently taking place alongside a larger drive to create sporting involvement and infrastructure .
The Emirate opened the Arena that will host basketball, football and ice hockey. Dubai upgraded facilities like the Al Maktoum Stadium for the 2019 Cup.
“There are many different sports projects under debate,” says Aman Al Rahma, listing plans for new bicycle tracks and golf courses in the desert.
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The DSC is also aiming to improve involvement across all demographics, says Aman Al Rahma, with the intent of earning Dubai”one of the very physically active areas on the planet.”
“That is why, when you look at Dubai’s annual sports calendar, then you’ll discover lots of neighborhood sports events together with the star-studded elite athletic extravaganzas,” he says.
Having secured an influx of talent, Dubai can also be seeking to cultivate its own.

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