VisitBritain Inks Sponsorship Deal with Abu Dhabi Media Company for Online Fantasy Football Premiership Game

Tuesday 28 September 2010

Britain’s national tourism agency, VisitBritain, has inked a deal with Abu Dhabi Media Company (ADMC) to be a key travel sponsor for the media organisation’s fantasy football website,, which features the English Premier League.

As part of the deal a prize to travel to Britain to attend a live Premiership match courtesy of Visit Britain will be promoted via banners and a competition page on The competition will run throughout the Premiership season which can only be viewed in the UAE on Abu Dhabi Sports TV Channels and

VisitBritain’s logo will also appear as prize sponsor on all promotional material for that appears on the company’s television, online, print and radio outlets, in addition VisitBritain’s prize information will be incorporated in television commercials for the Premiership.

The deal is part of an ongoing global partnership between VisitBritain and the English premier League which aims to encourage people to travel to Britain to attend matches, which in the UAE comes with the tagline; “The beautiful game from the beautiful place. Watch the premier league football at home, with Abu Dhabi Sports TV Channels and website, or away in Britain.”

“Watching sport – and football in particular – is a key attraction for travellers coming to Britain. A recent survey commissioned by VisitBritain shows that 40 percent of all prospective visitors want to attend a football game, with more than one million people actually attending each season,” said Carol Maddison, UAE Manager, VisitBritain.

“Football is an area of British tourism that we want to develop and that is why we are working closely with Abu Dhabi Sports TV Channels and on their Premiership coverage. In line with this commitment VisitBritain has developed a dedicated football website that makes it really easy for foreign tourists to find information on their favourite teams, and most importantly how to attend matches when in the UK,” Maddison added.

The dedicated football website - - covers all 20 clubs in England’s Premier League, giving foreign visitors details of when they are playing, how to buy tickets, how to arrange a behind-the-scenes tour of their team’s ground, plus recommendations from some of the Barclays Premier League’s biggest stars on what to do while in Britain.

The site also highlights the wealth of popular and less well-known attractions close to Premier League football grounds, such as Chelsea’s Physic Garden and the Museum of Fulham Palace, Manchester’s Lowry Museum, Imperial War Museum and Urbis exhibition centre which houses the biggest football museum in the world.

In August VisitBritain and the Premier League announced that they would be extending their two-year partnership to promote Britain as a top visitor destination by a further three years. The Barclays Premier League is the most watched football league in the world. It is broadcast in more than 200 countries worldwide, securing a cumulative global audience in excess of 2.65 billion.

For more information contact:

VisitBritain Media Team

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Footballer at Tower Bridge, London