Manchester United has confirmed a multi-year partnership with the Government of Malta, which will see the club promote Malta as a tourist destination to its global fan base.
At an event held at the Club’s Aon Training Complex, Manchester United players Juan Mata, Phil Jones and Andreas Pereira, as well as club legend Bryan Robson, welcomed officials from the Maltese Tourism Ministry and the Malta Tourism Authority to celebrate the collaboration.
Manchester United’s Director of Partnerships, Sean Jefferson, commented: “Manchester United has long-standing links with Malta, welcoming hundreds of Maltese fans to Old Trafford every season. We are proud of our association with the country and look forward to working with the Maltese Tourism Ministry and Malta Tourism Authority to highlight the destination’s many great qualities to our international fan base.”
The club has deep and enduring ties with Malta, with the Maltese Supporters Club, one of the oldest of all the official Manchester United Supporters’ clubs, recently celebrating its 60th anniversary.
As part of the partnership, Visit Malta and Manchester United will encourage the club’s fans around the world to experience the vibrant, young, exciting and beautiful country, with the Maltese Tourism Authority providing attractive travel offers exclusively for Manchester United supporters.
Through the partnership, Visit Malta will get strong exposure during home matches and on the club’s digital marketing channels, social and printed media.
Malta’s Tourism Minister Dr Konrad Mizzi, added: “We are working on several initiatives to increase Malta’s brand awareness to attract tourists from new, non-traditional markets, attract more foreign direct investment and businesses, as well as increase Malta’s visibility around the world.
“This partnership complements our tourism strategy to consolidate our traditional markets such as the UK, whilst targeting new markets from the Eurasia region, where Manchester United holds a very strong following. I strongly believe that partnering with a club with such a renowned sporting heritage will help to place Malta on the map and establish itself as the number one destination to visit.”