MTA together with Sheffield United FC with the children prior to kick about.© 2008 MTA - Mario Galea

Malta - Sheffield United FC sponsorship

In a well attended press conference held on the 21st August, at the Phoenicia Hotel, the sponsorship deal for 2008/2009 was explained in more detail.

Mr Josef Formosa Gauci, CEO of the Malta Tourism Authority stated that. “As the MTA we are always looking for innovative ways to promote Malta, within our budget limitations.” “The MTA felt that this was a very good new way of marketing Malta.”

In fact, this sponsorship is the first of its kind in the world of football, where a country backs a football team. The UK remains our strongest core market, contributing 40% of the annual tourism figures. The decision to sponsor Sheffield United FC was unanimously approved by the MTA board, in view of the benefits it carries. Amongst which are the sale of around 20,000 branded t-shirts, 3,000 of which have sold in the first 10 days of sale. There is also extensive branding of the stadium itself, and media coverage, both through direct football match transmission on SKY, but also on the various sports analysis programmes popular on UK television. It is estimated that this airtime alone would have easily cost a million pounds sterling if bought straight out.

Andy Daykin, Sheffield United FC, Commercial Manager called this “more than a sponsorship deal, but a strategic partnership which will continue to grow”. The ripple effect of this deal will continue to be felt not only through this year of sponsorship, but even beyond. Mr Daykin also said that after evaluating this first year of the relationship, the extension of it would be open to discussion. In his address Mr Daykin said that in 2007 on average 3.3 million clear sightings of the team sponsors’ branded logo were reported per month. In 2006, 5.5 million viewers viewed the FA Cup final between Sheffield United FC and Arsenal. These figures bode fairly well for the exposure www.visitmalta.com will be receiving.

After the press conference, James Beattie and Keith Gillespie, Sheffield United FC – players, had a brief kick about with children from the YMCA refuge and the St Joseph’s home in Hamrun. The children were presented with Sheffield United FC kits, before they were off to play at the Floriana FC pitch, which was courteously offered for the occasion by the Club and the ground’s management, Green Investments Ltd.