Major sport and cultural events will be coming to Abu Dhabi following the creation of Treble Sports, a joint venture between Bloom Sports, a subsidiary of Bloom Properties, and Treble Group International. The new company will specialise in sports, entertainment and culture in the Middle East. "Lifestyle is the most important part of any development," said Dr Hani Shammah, chief executive of Bloom. "We plan to put on sports and cultural events that will create memories for generations."
The company has ambitious plans to bring a range of sporting stars to the country, including the South African rugby team, otherwise known as The Springboks, and Manchester United Football Club. It is also hoping to attract a number of high level opera stars and possibly even the Rolling Stones. The company will also act as a consultant to corporates, local authorities and governments in the region.
"We are very excited to partner with Bloom," said Selwyn Lewis, the chairman of Treble Group International. "We believe that sport and entertainment are two significant growth areas in the Middle East region, and particularly so in Abu Dhabi, which expects nothing but the very best. We shall be bringing the best of breed to Abu Dhabi, and taking Abu Dhabi to the world." Among the board of the new company is Keith Harris, regarded as one of the most influential figures in the English Premier League. He has advised on most of the major sales and acquisitions in the last few years, including Roman Abramovich's purchase of Chelsea in 2003, and Thaksin Shinawatra, the former prime minister of Thailand, when he bought Manchester City.
"The Premier League has been quiet for a while, but it will get loud again," said Mr Harris. "The Premier League is an international phenomenon that is here to stay. Man City has good owners now, who could easily sell the club at a profit in ten years or so if they chose to do so." rwright@thenational.ae