Asia Partners appoints JLL as strategic advisor for Middle East expansion of CR7 Life Museum and FIFA Museum

JLL’s International Sports & Entertainment Hub to facilitate growth of global sports IP in key Middle East markets

Dubai, UAE; 14 July 2026 – Asia Partners IFBD Limited, a Hong Kong-based global sports, arts and entertainment investment and intellectual property (IP) holder, has appointed JLL as its strategic advisor to support the expansion of the CR7 Life Museum and store, and FIFA Museum and store across the Middle East. Capitalising on the region’s rapidly developing sports and entertainment market, the announcement was made during the official opening of the FIFA Museum in Hong Kong attended by key representatives from both companies.

Asia Partners IFBD Limited has successfully developed and operated the CR7 Life Museum and store and FIFA Museum and store experiences in Hong Kong, with additional CR7 Life concepts opening imminently in other geographies, showcasing the growing global demand for immersive sports and entertainment attractions. Building on this success, the firm is strategically pursuing opportunities to bring internationally recognised concepts to key destinations around the world, particularly in the Middle East.

Leveraging its extensive global platform and established Middle East presence, JLL’s dedicated Sports and Entertainment Hub will provide comprehensive advisory services including market assessment and partner outreach.

Filipe Trigo Gonçalves, Chairman of Asia Partners IFBD Limited, said: “Our success with the CR7 Life Museum and FIFA Museum in Hong Kong proves the global demand for immersive sports IP. The Middle East, with its dynamic development and passionate fanbase, is the natural next step for these iconic concepts. We are confident that JLL's strategic advisory will be instrumental in identifying the right partners and platforms to bring these experiences to new audiences across the region.”

Ahmed Abas, Head of JLL’s International Sports and Entertainment Hub added: “This collaboration is a pivotal strategic alignment, expanding JLL’s advisory into the burgeoning global sports IP market. The Middle East, with its significant investments and national visions, presents an unparalleled fit for the CR7 Life Museum and FIFA Museum. Our global platform and regional extensive experience advising investors, developers, and public-sector organisations on complex tourism and destination projects worldwide will be critical to navigating this dynamic landscape and translating opportunity into tangible value.”

This partnership marks an important milestone in the international growth of both museum concepts and reflects a shared commitment to delivering iconic sports experiences that create long-term tourism, economic, and community value. Furthermore, it exemplifies the intent of JLL’s Sports and Entertainment Hub, leveraging its global experience including managing over US$87 billion in project value worldwide, to unlock the sector’s immense potential in the region.

JLL's International Sports and Entertainment Hub is based in Riyadh and connects leading global operators with local demand while actively supporting clients across the innovation, development, and optimization of assets in this fast-growing sector. The end-to-end services across the full real estate lifecycle will cover a wide range of S&E assets, including stadiums and arenas, theme and adventure parks, multi-utility sports destinations, cinemas and theatres, family entertainment centres, e-gaming VR hubs, and tourist attractions.