Sheffield United Players Chris Morgan (Captain) in the new home gear and Kevin Kilgallon in the away kit.© BLADES SPORTS PHOTOGRAPHY

Destination Malta is new Sheffield United sponsor

In a press launch organized this afternoon at Sheffield United's Bramall Lane stadium (6:00pm CET), details of the club's new sponsorship deal with the Malta Tourism Authority were announced by top club officials as well as by the Malta Tourism Authority's Director, UK, Chris Fenech.

The new sponsorship deal with Sheffield United FC (aka The Blades), the value of which is to remain undisclosed as per the club's request, currently contemplates the forthcoming UK football season. This is the first time that Malta, as a tourism destination, has become the main sponsor of a prestigious football club. Commenting on the sponsorship deal, MTA chairman Sam Mifsud said that "We are very pleased that this deal has come through to everyone's satisfaction. Sheffield United is, historically, a very important club that enjoys a considerable, loyal following. If last season was anything to go by, the club's prospects for the future are also very bright indeed. This sponsorship deal means that Malta's exposure in the region will increase immensely, as will our country's visibility increase exponentially on nationwide as well as on regional television whenever Sheffield United games are reported or broadcast live. The UK is our strongest source market, and we are certain that through this sponsorship agreement destination Malta stands to make considerable new inroads in Britain. This is also another example of how the MTA is employing new and innovative marketing tactics in order to continue to enhance destination Malta in our core markets". Although the value of the agreement remains undisclosed, the media exposure value for Malta is substantial.

The sponsorship agreement also includes important Corporate Social Responsibility clauses as well as, amongst others, assistance in the setting up of a football academy in Malta.

This sponsorship deal includes a great many benefits for Malta and for promoting destination Malta. These involve:

• The Blades appearing in 10-12 live Championship games throughout the season. These are all screened on Sky Sports. The airtime per game is 90 minutes + 30 minutes pre-game and 15 minutes post-game in which the stadium (branded with visitmalta) and backdrops for interviews (also branded) will feature prominently. This excludes any cup games which could range from 1-6 per annum depending on Sheffield Utd.'s progress.


• In addition to this, on a weekly basis (Saturday night and Sunday morning), Sheffield Utd. will feature in the Championship highlights programme which is shown on various stations. This will guarantee tv exposure even on weekends when Sheffield Utd. are not screened live.


• Apart from the whole interior of the stadium being branded with visitmalta.com (the bar areas & hospitality areas), the MTA will also have the following:


• 1 of the 4 stands named the MALTA FAMILY STAND


• The main hospitality suite re-branded "The Malta Suite"


• Six 18m x 2m adverts around the stadium.


• A minimum of 6 adverts x 30 seconds on the Electronic Scoreboard per home game (Over 23 home games).


• Visitmalta banners to feature on club website for the duration of the contract as well as inclusion in newsletter


• Utilisation of Sheffield United Club database for any visitmalta.com offers or promotions throughout the year. (12 mailings per year)


• A Football Academy in Malta - Discussions will be held with a view to Sheffield Utd. setting up a soccer academy in Malta. This is intended for the club to train players from the ages of 7 – 14. Sheffield United are also committing themselves to oversee the development of a football community programme for the island’s youngsters.


• Close ties with both Doncaster Sheffield and East Midlands airports : According to Sheffield United officials, the interest for Malta will be greatly increased in the region, whilst the club has very close ties with both these airports (especially East Midlands), with all the possible ramifications that this fact implies.


• PR opportunities and hosting of journalists. The MTA is entitled to host journalists on a weekly basis at each of the games played at Bramall Lane. Being in the Manchester catchment area this facility could be utilised very profitably in terms of media PR opportunities.


• The Corporate Social Responsibility aspect: Sheffield Utd. have a strong community link which could be exploited by the MTA in teaming up with the club for Charity events and Community initiatives which, in turn, generate positive PR for Malta.

Blades chairman Kevin McCabe, who was instrumental in sealing the deal, said: “The Malta Tourism Authority was impressed by our growing international presence which stretches into Hungary, China and Australia.

“Malta Tourism sees the significance of the marketing opportunities with those countries as well as recognising the need to further underpin the strong links with the UK to promote the island.

“This is an exciting opportunity for everyone connected with the Blades in the UK and abroad, added Mr McCabe.

National airline Air Malta will also be participating in this sponsorship initiative by means of on-ground advertising at Bramall Lane stadium. Through its advertising in Sheffield, Air Malta will be able to promote its Malta routes from the convenient-to-reach airports at Birmingham and Manchester.

Moreover, it is also worth pointing out that Malta international goalkeeper, Justin Haber, has just signed on with Sheffield United, thus further enhancing the club’s Malta connection.

The Sheffield United Website, with more news and information on the new sponsorship agreement, may be accessed at: www.sufc.premiumtv.co.uk