VisitMalta and Manchester United Renew Global Partnership to Boost Sports Tourism

Manchester, January 2024 – The Malta Tourism Authority (VisitMalta) has officially extended its long-standing partnership with Manchester United, reinforcing Malta’s position as the Official Destination Partner of the Premier League club. This collaboration, which originally began in 2019, is now entering a new phase with expanded global activations, digital campaigns, and on-site experiences designed to attract football fans to the Mediterranean nation.

Strategic Tourism and Branding Alliance

Originally launched in September 2019 at United’s AON Training Complex, the partnership aligned Malta’s tourism strategy with one of football’s most iconic global brands. Malta’s Minister for Tourism at the time, Konrad Mizzi, emphasized that the partnership represented a meeting of ambition and heritage, with Malta aiming to become a top Mediterranean destination for sports, events, and cultural experiences.

Renewed in August 2022, the deal has enabled VisitMalta to showcase the islands to Manchester United’s vast global audience – now estimated at 1.1 billion followers. Through branding at Old Trafford, joint campaigns, and exclusive travel offers, Malta has gained visibility in key long-haul markets including the USA, Asia, and the Middle East.

Historic Ties and Fan Culture

The relationship between Manchester United and Malta spans more than 65 years. The Malta Manchester United Supporters’ Club, founded in 1959, is officially recognized as the world’s oldest of its kind. The emotional connection is deepened by historical events, such as United’s 1967 European Cup-winning campaign that began with a fixture in Malta against Hibernians FC.

“Being the oldest Manchester United fan club in the world, even including the UK, makes this relationship unique,” said Joe Tedesco, president of the supporters’ club. “The tragedy of Munich and our founding just a year later created a shared legacy of resilience and pride.”

‘Malta Day’ Activation: A Case Study in Sports Marketing

In April 2023, the partnership reached new heights with the launch of the inaugural “Malta Day” during the Manchester United vs Brentford match. Thousands of fans encountered the VisitMalta brand across Old Trafford’s interior and surrounding areas. Two massive banners flanked the stadium, while perimeter advertising with QR codes directed fans to VisitMalta.com.

The Manchester United Megastore included Malta flyers in shopping bags, reaching an estimated 30,000 visitors on matchday. In the hospitality suites, a culinary collaboration between Maltese chef Thomas Stellini and United’s executive chef James Tagg offered fans traditional Maltese cuisine, along with CISK and Kinnie beverages.

Extended Reach with Out-of-Stadium Activations

VisitMalta also targeted supporters across Manchester city with Digital Out-of-Home (DOOH) campaigns. High-impact ads ran on 40 large HD screens across 20 prime locations and on Europe’s second-largest DOOH screen near the M17 1AB motorway. Video ads were also displayed on the facade of Hotel Football, located just outside Old Trafford.

Looking Ahead: Football and Tourism Synergy

VisitMalta will continue offering specially curated travel packages for Manchester United fans worldwide, with future plans involving youth football programs in collaboration with Manchester United Soccer Schools. According to Malta Tourism Authority CEO Carlo Micallef, “Our aim is not just visibility, but meaningful engagement. We’re leveraging Manchester United’s global footprint to position Malta as a premium destination for sports tourism.”

Manchester United’s Director of Alliances, Ali Edge, echoed that sentiment: “We’re proud of the success this partnership has already delivered, especially during the pandemic when travel was restricted. We look forward to exploring even greater opportunities in the next chapter.”

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