Following a successful second year partnership, in August 2010 VisitBritain and the Premier League extended their non-commercial partnership agreement for another 3 years. We continued to build on the Premier League partnership capitalising on the global appeal of the Premier League and the interest in international players to engage a new global audience of football fans.

Key achievements from 2010/11 season include:

• Press and PR activities generated advertising equivalent value of £708,346 and reached over 27 million people in 15 countries.

• We delivered broadcaster activity in Hong Kong, USA, UAE and Singapore. 

• A total of 10 new player interviews were secured via Premier League Productions.

• We worked in partnership with iCable in Hong Kong to deliver a TV advertising campaign, which had an Advertising Equivalent Value (AEV) of £862,000.

• A brand new Premier League dedicated section was created on visitbritain.com where consumers viewed an average of 17 pages per visit.

• The dwell time on the Premier League content on visitbritain.com increased 4 times from 5 minutes 52 seconds in 2010-11 to 22 minutes and 9 seconds for this season.