Spanish soccer giants Real Madrid have become the latest European club to secure a tourism sponsorship after announcing a multi-year deal with Visit Dubai to become the club’s first-ever official destination partner.
Under the deal, which covers Real Madrid’s men’s and women’s teams, the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), which manages Visit Dubai, will provide exclusive travel and soccer experiences for the club’s fans and hold several fan activations throughout the sponsorship.
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Visit Dubai, meanwhile, will gain branding assets and hospitality within Real Madrid’s newly renovated Santiago Bernabeu stadium.
The deal expands the club’s relationship with the UAE. The kingdom’s national airline Emirates has sponsored the club since 2011 and held front-of-shirt sponsorship rights since 2013.
The announcement also coincides with the opening of the Real Madrid-themed park at Dubai Parks and Resorts which was announced late last year. The park is set to feature attractions related to the club, a museum, soccer skills games, as well as a range of restaurants and commercial areas selling official Real Madrid merchandise.
Visit Dubai is the latest in a string of tourism bodies that have signed sponsorship deals with European soccer clubs after Visit Rwanda’s agreements with England’s Arsenal, France’s Paris Saint-Germain, and Germany’s Bayern Munich.
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By GlobalDataVisit Saudi, meanwhile, has a sponsorship deal in place with Spanish soccer’s top-tier LaLiga, while Italian side AS Roma announced a two-year front-of-shirt sponsorship deal with Saudi Arabia’s winter festival Riyadh Season yesterday (October 4).
Visit Malta, meanwhile, has an agreement in place with English giants Manchester United and Visit Tampa Bay is sponsoring fellow Premier League outfit Brentford.
