Manchester United and VisitMalta officially announced the renewal of their partnership at a special press event at Old Trafford.
In attendance were Clayton Bartolo, Minister for Tourism; Anthony Gatt, Permanent Secretary within the Ministry for Tourism; and Carlo Micallef, CEO of the MTA.
The ceremonial event marked the renewal of the fruitful partnership between Manchester United and VisitMalta, which promotes Malta as a tourist destination to 1.1 billion followers worldwide.
The collaboration provides the VisitMalta brand with strong exposure during the Reds’ home fixtures and through our official social and digital platforms.
Minister for Tourism, Clayton Bartolo, praised the extension by saying, “Reaffirming VisitMalta as the Official Destination Partner of Manchester United 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. 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 years to come.”
Carlo Micallef, CEO of the Malta Tourism Authority, shared this view, outlining the massive potential of this partnership following the devastating impact of the Covid-19 pandemic.
He said, “During the months of the pandemic, the MTA had to think out of 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, especially in the Asian region, where Manchester United is recognised as one of the strongest sports clubs. As we go into the next five years of this partnership agreement, we look forward to exploring previously-untapped opportunities to continue maximising on this international partnership.”
He added that the partnership also aims to benefit future generations of footballers.
“VisitMalta will be extending the Manchester United experience making it available to up and coming local football players thanks to collaborations with the Manchester United Soccer Schools, building on the experience which we have given to young local footballers last year.”
VisitMalta continues to encourage United supports to explore the beauty and versatility of the Maltese Islands thanks to specifically-targeted travel offers made available on visitmalta.com.
Manchester United’s Director of Alliances and Partnerships, Ali Edge, expressed his pleasure at having extended this collaboration.
She said: “Manchester United and Malta share such a rich history and we are delighted to be continuing our partnership with VisitMalta.”
“We are incredibly proud of what we have achieved during the first years of the partnership, especially during a time where international travel was restricted, and we look forward to continuing this successful partnership for many years to come.”
Manchester United’s Partnership Performance Director, Liam McManus, added, “Since launching the VisitMalta partnership together we have has successfully provided continual top of mind awareness for Malta as a premium travel destination. This helped to build a strong foundation to ideally position Malta to rebound from a period of disruption and quickly recover post-pandemic.”