The new hotel from Signature Living will highlight the late football star’s career and host charity events.
EUROPE–Signature Living, the hotel operator behind The Shankly Hotel and 30 James Street, has revealed that it will open a George Best Hotel as its first project in Belfast, Northern Ireland.
IMG, the licensing agent for the George Best Estate, brokered the deal.
Best was a Northern Irish professional football player for Manchester United and the Northern Ireland national team. Often called “the fifth Beatle,” Best was known for his football skills, good looks and flamboyant lifestyle.
Located in Belfast’s Scottish Mutual Building, the George Best Hotel will showcase the career, stories and style of the football star. The hotel will also feature a raft of memorabilia as well as host charity events throughout the year.
“It is IMG’s privilege to bring together the Estate of George Best and Signature Living to realize a vision that will honor George and also offer Belfast’s visitors a very special destination associated its very own ‘Belfast Boy,’” says Matthew Primack, senior vice president, IMG Licensing. “Not only will the hotel DNA be born of stories from George’s life, it will also help further cement the brand legacy for the future.”
In recent years, IMG has secured a host of licensing deals for the North Irish superstar, including a line of fashion t-shirts and jerseys, football-inspired casual shoes, leather jackets, postage stamps, an e-commerce shop and inclusion of Best as one of the legends in EA’s “FIFA” video game franchise.