VisitMalta turns to Premier League football in latest international tourism push

VisitMalta featured as presenting partner of a pre-season fixture between Newcastle United and Everton in Edinburgh earlier this month, as the Malta Tourism Authority (MTA) continued to use international sporting events to promote the Maltese Islands overseas.

The match, held at Scottish Gas Murrayfield on 12th August, ended in a 3-1 victory for Everton. Thierno Barry, Iliman Ndiaye and Tyrique George scored for Everton, while Harvey Barnes found the net for Newcastle United.

The partnership placed VisitMalta branding across the event and at locations in Edinburgh city centre, including Waverley railway station and a number of prominent streets.

Its timing coincided with a particularly busy period for the Scottish capital, with both the Edinburgh Festival Fringe and the Royal Edinburgh Military Tattoo taking place.

Combining sport and cultural promotion

Alongside its involvement in the football fixture, VisitMalta collaborated with Assembly Festival to bring Fringe performers to football supporters at Assembly Festival's St Andrew Square hub and in the stadium's fan area.

MTA CEO Carlo Micallef said the partnership provided an opportunity to combine the reach of Premier League football with Edinburgh's cultural calendar.

"This partnership brings together elite football, passionate supporters and the cultural energy of Edinburgh during one of the most exciting periods in the city's calendar," he said.

He added that the event provided a platform for Malta to promote itself as a cultural tourism destination.

Tourism Minister Jo Etienne Abela similarly described sport as a means through which Malta can reach international audiences beyond its more traditional tourism offering.

"Through this partnership, VisitMalta connected Malta with the passion of Premier League football and the cultural energy of Edinburgh," he said, adding that such collaborations form part of efforts to strengthen Malta's international profile.

The partnership also sought to capitalise on the presence of supporters travelling to Edinburgh for the Newcastle United-Everton fixture while the city was hosting its major summer cultural events.

Alex Anderson, managing director of TEG Sport UK, which was involved in staging the event, said the intention was to create an experience extending beyond the match itself by combining football with the Fringe programme.

Assembly Festival managing director Dani Rae said the collaboration offered an opportunity to introduce visiting football supporters to Fringe performances, including through its St Andrew Square hub.

VisitMalta's presence at the fixture forms part of the tourism authority's wider efforts to associate the Maltese Islands with sport, culture and live entertainment while maintaining visibility in international source markets throughout the year.