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|  In August 2001, the British Tourist Authority announced a unique partnership with the FA Premier League over the 2001/02 and 2002/03 seasons. This deal allows BTA the unprecedented opportunity to reach an estimated global audience of over 1.3 billion people in more than 50 different countries.
The FA Premier League approached BTA, with a view to being their international marketing partner, after witnessing the severe impact of the foot and mouth outbreak on Britain’s tourism industry and felt that both parties could benefit from the relationship.
The key elements of the partnership are:
on-screen digital branding during live overseas broadcasts of matches in the FA Barclaycard Premiership
tickets and hospitality opportunities at football matches and clubs
signed merchandise
full-page advertisements match programmes
In addition to this, BTA also promoted the websites of the national tourist boards for England, Wales, Scotland and Britain on advertising boards at every football match in the 2001/02 season. The tickets and hospitality packages have been used by BTA’s overseas offices and by regional and national tourist boards to demonstrate the kind of visitor experience available in Britain.
Examples of activity that BTA has undertaken to Britain with the FA Barclaycard Premiership include:
Media
hosting journalists from all over the world at Premiership matches
BTA Paris have hosted business and incentive buyers from the French market, linked to a promotion in a leading conference and incentive publication, "Voyages & Stratégie"
BTA has produced and distributed a Video News Release featuring brief interviews with selected Premiership players
Travel Trade
The Premier Passions 5-a-side tournament encouraged the travel trade in BTA’s four Scandinavian markets to feature Britain in their future plans. The winners in each country visited Britain to play for a final showdown at Sunderland F.C.’s training ground
At FITUR, the largest travel show in Spain, BTA Madrid used the Premier League as the theme for its stand, as well as using the geographical spread of the clubs to profile different parts of Britain
Consumer
BTA Hong Kong’s internet competition with TVB.com offers consumers the chance to win Premiership merchandise and ultimately a trip to Britain
Corporate
The regional and national tourist boards have been allocated tickets at matches to help promote their region domestically and have been given advertising in match programmes
Press and PR
BTA has access to the FA Barclaycard Premiership Trophy for PR purposes, which generates a huge amount of consumer and media interest overseas at consumer and trade shows
BTA’s access to the players. Players’ involvement in future Video News Releases and other promotional activities will be developed during the course of the partnership
The future
10th Anniversary of the FA Premier League
BTA will nominate the overseas player and team of the decade, as part of the celebrations. A number of promotions in overseas markets will be organised around this event.
Football Clubs
Good relationships have now been forged with a number of Premier League clubs and there are opportunities to work with them.
Website
Developments to the use and format of the project’s evaluation website are ongoing. It is anticipated that elements will also be incorporated into BTA’s Sports Tourism site.
Non-Tourism partners
An important and exciting aspect of the partnership is the opportunity for BTA to develop working relationships with non-tourism businesses and companies. To date, BTA has had discussions with Barclaycard to develop a joint strategy for the promotion of Britain, initially through the Spanish market. |
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