Asia Partners Taps JLL to Drive Middle East Expansion of CR7 Life and FIFA Museums

Asia Partners IFBD Limited, a Hong Kong-headquartered global investment and intellectual property (IP) holder specializing in sports, arts, and entertainment, has appointed JLL as its strategic advisor to facilitate the expansion of the CR7 Life Museum and store, alongside the FIFA Museum and store, throughout the Middle East. The announcement was made during the official opening of the FIFA Museum in Hong Kong, an event attended by key representatives from both entities.

Asia Partners has successfully developed and operated immersive experiences for the CR7 Life Museum and FIFA Museum in Hong Kong. The firm is also preparing to launch additional CR7 Life concepts in other international markets, reflecting a rising global appetite for sports and entertainment attractions that offer interactive and experiential engagement.

Capitalizing on this momentum, Asia Partners is strategically targeting key global destinations, with a particular focus on the Middle East, a region characterized by rapid development in sports and entertainment sectors and a passionate fanbase.

To support this regional expansion, JLL’s dedicated Sports and Entertainment Hub will provide comprehensive advisory services. These include detailed market assessments and outreach to potential partners, leveraging JLL’s extensive global platform and established presence in the Middle East.

Filipe Trigo Gonçalves, Chairman of Asia Partners IFBD Limited, stated: “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 a significant milestone in the international growth trajectory of both museum concepts. It underscores a shared commitment to delivering iconic sports experiences that generate long-term tourism, economic, and community benefits.

JLL’s Sports and Entertainment Hub, based in Riyadh, connects leading global operators with local market demand. The hub actively supports clients in the innovation, development, and optimization of assets within the fast-growing sports and entertainment sector. Its end-to-end services cover a broad spectrum of real estate assets, including stadiums, arenas, theme parks, multi-utility sports destinations, cinemas, family entertainment centers, e-gaming and VR hubs, and tourist attractions.

Asia Partners is recognized as a leading Hong Kong-based company specializing in IP investment across global sports, arts, and entertainment sectors. The firm bridges international cultural heritage, sports entertainment, and institutional capital to explore unique commercial opportunities and global growth. Its portfolio includes the CR7® LIFE brand, Play Bonito®, Global Football Summit, and SoccerLAB. Recently, Asia Partners expanded into the cultural sector with acquisitions such as the Gaudi Museum IP, positioning itself to drive premium IP monetization worldwide through institutional asset localization and high-end experiential concepts.

JLL (NYSE: JLL) is a global leader in commercial real estate services and investment management, with annual revenues of $26.1 billion and operations spanning over 80 countries. Employing more than 113,000 professionals as of December 31, 2025, JLL offers coordinated, end-to-end real estate services across various property types. In the Middle East and Africa, JLL operates in 35 countries with over 1,800 internationally qualified professionals across offices in Dubai, Abu Dhabi, Riyadh, Jeddah, Al Khobar, Cairo, Casablanca, Cape Town, Johannesburg, and Nairobi.

This strategic partnership between Asia Partners and JLL exemplifies the growing intersection of intellectual property, sports entertainment, and real estate development in the Middle East, aiming to unlock the region’s immense potential for immersive sports IP experiences.