The Malta Tourism Authority and Manchester United have announced that they are renewing their partnership agreement with the club promoting the Maltese Islands as a tourist destination to its 1.1 billion followers worldwide.

In a statement on Saturday, the Tourism Ministry said that “Manchester United and Malta have a strong connection, characterised by a long history with Malta proudly hosting the oldest international Manchester United supporters’ club.”

“Through this partnership agreement, the VisitMalta brand will benefit from solid exposure during the club’s home matches and digital marketing channels, social media and printed media worldwide,” the Ministry said.

The announcement was made at the Old Trafford in Manchester, in the presence of Clayton Bartolo, Minister for Tourism, Anthony Gatt, Permanent Secretary within the Ministry for Tourism, and Carlo Micallef, Chief Executive Office of the Malta Tourism Authority (MTA).

Minister Bartolo said that “I am optimistic that this partnership agreement will cement Malta’s prospects in establishing itself as a central hub for sports tourism excellence in the coming years,” outlined Minister Clayton Bartolo.

He also said that it “will lead to an increase in visibility and marketing coordination on an unprecedented level for the Maltese Islands not just in Europe but in other long-haul markets such as America, Asia and the Middle East.”

“During the months of the pandemic, the MTA had to think outside the box to maximise the potential of this partnership, in a time when sport worldwide was at a standstill. This was done through various initiatives, of a digital nature, aimed at giving visibility, engagement, and exposure to the beauty of the Maltese Islands across Manchester United’s fanbase around the world,” remarked MTA CEO Carlo Micallef.

“We are incredibly proud of what we have achieved during the first years of the partnership, especially during a time when international travel was restricted. We look forward to continuing this successful partnership for many years to come, ” said Manchester United’s Director of Alliances and Partnerships Ali Edge.

VisitMalta said that it will be extending the Manchester United experience by making it available to up-and-coming local football players thanks to collaborations with the Manchester United Soccer Schools, building on the experience given to young local footballers last year.

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