The UAE has received an injection of British fashion and football with the launch of the ‘Sport is Great’ initiative at Harvey Nichols in Dubai.

The campaign, organised by VisitBritain in collaboration with the department store, officially began on March 23, 2014, and will run for the next month to May 20.

The main attraction is an exhibition by the UK’s National Football Museum, which showcases a number of historical artifacts, such as a Bobby Moore shirt, the FA cup, the Premier League Trophy and a life-sized mannequin of Pele.

Edward Hobart, Her Majesty’s consul general to Dubai, said: “The Embassy is delighted to be part of this initiative which showcases Britain as a world-class leader in fashion and sports.

“The collaboration between the British partners present here provides an excellent opportunity for our friends in the UAE to find out more about Britain, and encourages them to explore it for themselves.”

Along with the historical display, the promotion will bring famous British football legends for a meet-and-greet in store.

Virgin Atlantic is also partnering with VisitBritain to offer a wide range of prize packages which includes Premier League signed football shirts and the grand prize, a trip for two to the UK to watch a live match. “

This month-long promotion provides an opportunity to build awareness around the diverse tourism platform Great Britain has to offer,” said Brad West, country manager for Virgin Atlantic.

“And now with Virgin Atlantic flying to Manchester, Aberdeen and Edinburgh via London Heathrow, they’re all a little bit closer to the UAE.”

The store will sell merchandise branded by some of the best football clubs in Great Britain like Liverpool, Arsenal, Manchester United and Chelsea.

And with the World Cup right around the corner, Brazil 2014 items will also be widely available.

Britain has identified the UAE as a growing market with interest in football, particularly the Premier League.

Sumathi Ramanathan, regional manager of Asia Pacific and Middle East for VisitBritain, is looking to take advantage of the wide interest and not only attract the UAE to Britain, but bring some of the UK to the UAE.

“Through this partnership, VisitBritain aims to build on the growing importance of British Football, a key attraction to Emiratis visiting Britain,” said Ramanathan.

“We know there is an increase in demand for British tourist products in the region, and with our partners we are working towards broadening our offering. Including UK’s National Football Museum in this activity will showcase to potential travellers the quality and diversity of attractions available in Britain for visitors from this Region.”

What: Sport is Great exhibition
Where: Harvey Nichols, Dubai
When: March 23-May 20
Website: www.visitbritain.com