Manchester United has become a player in the UK retail sector, with an exclusive link-up to Manchester's Lowry Outlet Mall.
The global football brand is backing the creation of the first Red Cinema - to launch by autumn - at the complex.
A stone's throw from Old Trafford, the centre is expected to become a Mecca for shoppers and fans, and is forecast to attract an extra 500,000 visitors each year.
Billed the 'Cinema of Dreams', the development will be added to the Old Trafford tour. Lowry Outlet Mall director David Inches said the deal was 'the biggest convergence between retail and leisure in the UK'.
Inches added: 'The arrival of the Red Cinema will attract even more visitors than the existing 3.6 million we receive every year. It presents colossal untapped retail opportunities.'
Retailers will be given a chance to play ball with a joint marketing strategy, linking them to branded Red Devils promotions. The mall already houses the largest Nike outlet in Europe, as well as a 9,000 sq ft (835 sq m) Marks & Spencer store.
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