Similar to the climax to the NFL campaign in Tampa two weeks previous, this is a vast jamboree, incorporating an array of subsidiary contests, a NBA-themed fun fair, community activities and a plethora of parties attracting a heavy sprinkling of Hollywood's A-List.

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Once upon a time Branson's products and services seemed almost an extension of his brash young persona--hip, fun stuff at a fair price.

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In addition to the world's biggest airport, largest man-made islands, longest indoor ski slope and some of the biggest shopping malls and hotels anywhere, it is also building a mega theme park, Dubailand, which consists of some 45 separate projects, including such brand-name attractions as Legoland, a Tiger Woods golf course, a Six Flags fun fair, a Formula One park, and themed attractions from DreamWorks (a Hollywood film studio) and Marvel Comics.

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