Football is a key trigger for international visitors wanting to come to Britain, with 41% of all potential visitors wanting to attend a football game and 1.2 million people actually attending a football game in 2007. Aligning with leading sport brands and organisations is key for us leading up to London 2012 Olympic and Paralympic Games, to promote Britain as a world-class sporting destination.

Premier League
In 2008, we formed a partnership with the Premier League, to promote Britain as the home of football globally and to position Britain as a welcoming destination for football fans from around the world. Premier League is the most watched league in the world with a cumulative audience of approx 82 million per week. Our mutual objective was to increase visits to Britain and drive attendance to Premier League football games. We delivered a Barclays Premier League marketing message in a total of 23 markets. A join branded microsite visitbritain.com/football (www.visitbritain.com/football) was launched featuring interviews with key players talking about their experience living in Britain. The total marketing-in-kind value of the partnership and consumer activity for the first year of promotional activities was £11.6 million.

“Our partnership with VisitBritain’s network of international offices has enabled us to better engage with supporters around the world. Their marketing reach, through visitbritain.com, is impressive, and we are keen to build on the partnership over the coming season.” 
Richard Scudamore, Premier League Chief Executive

View our football microsite (www.visitbritain.com/football).