I am legend

Michael Schumacher explains why he's the latest celebrity to get behind Dubai's property boom.

The previous two times I have tried to interview Michael Schumacher, things didn't quite go according to plan.

In May 1999, his public relations entourage ejected myself and my photographer from the starting grid of the Monaco Grand Prix before I even got in one question. Two years later in Sao Paulo, he agreed to a "lifestyle" interview. I asked eight questions, he answered none.

Time changes everything. "There is life after Formula One, I can assure you. And it has been a pretty good life so far," he says.

It certainly appears so. By taking off his red Ferrari driving suit and racing boots, Schumacher has also unburdened himself of the burden, passion, intensity and demands of the sport. He is dressed casually in a long jumper and trainers, and seemingly without a care the world. The handshake is warm, firm and genuine.

"Now I can do things I could not do before. I get to do crazy things. When you are in F1, all you do is F1," he says.

One of those things is his arrival in Dubai last week to promote the Michael Schumacher Business Avenue, a US$300m, 29-storey office tower in Business Bay. Launched by German-owned ACI Real Estate, the development is the first ever building to carry the Schumacher name.

ACI boss Robin Lohmann persuaded the F1 legend to sign up, as the branded buildings craze hits the emirate - ACI is also behind Boris Becker Towers and Niki Lauda Twin Towers. And another handful of sporting mega-stars are being touted to stick their names onto Dubai property projects. Lauda came to Dubai last year to launch his building and Becker will be in town on February 24.

But Schumacher is the biggest coup of all for ACI. Neither Schumacher nor ACI will disclose any financial details of the deal, but hiring the F1 legend doesn't come cheap.

According to Zachary Nadler of New York-based All American Speakers, which manages some of Schumacher's engagements, it costs US$250,000 plus a private jet, for him just to show up. Given the huge marketing campaign undertaken by ACI, it is likely the whole "Schumacher coming to Dubai project" has cost well over US$1m. And it seems like money well spent, although Schumacher himself didn't need much persuading.

"It is one thing to be successful in sport but it is another thing to have an entire building named after you," he says, adding: "When I was told about it, it was only natural that I would follow it up.

"Then I decided I wanted to be more involved with this, and in the end was proud to be asked to be part of it. And this is just the start. There are further projects we are looking at."

European brand consultants PNYG hold Schumacher's licensing rights, and are currently working on seven "Michael Schumacher World Towers." Other projects, including more in the Gulf, are also said to be under consideration.

"I like Dubai. I have come here many times before - when I was racing I would often come here in the winter for testing. Every time I have been here before the place has been good to me, but the pace of change you see always amazes me. It is a special place, there is no doubt about that. You will see more projects like this in the future," says Schumacher.

The deal with PNYG was struck three years ago, and now - having fully retired as a racing driver - Schumacher has his eyes peeled for similar opportunities.

"With PNYG, which is our direct partner, we developed a plan to go in this direction. Robin Lohmann contacted us and we have had a very efficient partnership ever since. There was an idea and there was a will. We found very quickly the need for the project and so we managed to get together very quickly. It's not the first time that I have been asked to put my name to a tower, but it's the first time I have accepted. In many directions I believe that Dubai offers a lot of potential. But on the other side, I think that if you are going to invest in something then you should know the market first," he says.

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