Asia Partners Taps JLL for Middle East Museum Push

Klaus Schmidt · 2026-07-14

This is a big move for the sports and entertainment world. Asia Partners, a Hong Kong-based firm that holds major sports intellectual property (IP), has just hired JLL as its strategic advisor. The goal? To bring the CR7 Life Museum and the FIFA Museum to the Middle East. ### Why This Matters The Middle East is becoming a powerhouse for sports and entertainment. Think about it: the region has hosted World Cups, major boxing matches, and massive concerts. The market is hungry for more. By partnering with JLL, Asia Partners is tapping into local expertise to make sure these museums land in the right spots and succeed.  ### What's in It for Fans? For fans of Cristiano Ronaldo and soccer in general, this is exciting. The CR7 Life Museum isn't just a building; it's a journey through his career. You'll see trophies, personal mementos, and interactive exhibits. The FIFA Museum is a global celebration of the sport, with history from every corner of the world. Having both in the Middle East means fans won't have to travel to Europe to experience them. ### The Strategic Play JLL's International Sports & Entertainment Hub is designed to help global sports IP grow in key markets. They know the local landscape, from real estate to regulations. This isn't just about opening a museum; it's about creating a destination that drives tourism, creates jobs, and builds a community around sports. ### What to Expect - **Prime Locations:** Expect these museums to be in major cities like Dubai, Abu Dhabi, or Riyadh. They'll likely be near shopping malls or entertainment districts. - **Interactive Experiences:** Both museums will use cutting-edge tech. Think virtual reality, holograms, and hands-on activities. - **Retail Stores:** Each museum will have a store selling exclusive merchandise. You might find limited-edition jerseys or signed memorabilia. ### A Quick Look at the Timeline The announcement was made during the FIFA Museum's official opening in Hong Kong. That event brought together key players from both companies. The Middle East expansion is expected to roll out over the next few years, with the first locations opening as early as 2027. ### The Bigger Picture This partnership shows how sports IP is becoming a global business. Museums aren't just for tourists anymore; they're for locals who want to connect with their heroes. For Asia Partners, this is a chance to grow their footprint. For JLL, it's a chance to prove their expertise in a booming market. For fans, it's a win-win. ### Final Thoughts Keep an eye on this space. The Middle East is about to get two world-class attractions that celebrate the beautiful game and one of its greatest players. Whether you're a die-hard soccer fan or just love a good museum, this is something to look forward to.