July 12 – A report by the Welsh Government on its promotion of the country around Wales’ first qualification for the World Cup since 1958 found that awareness pf the country had increased worldwide and facilitated new partnerships.
The Welsh Government-funded activities through a Tîm Cymru (Team Wales) approach have facilitated new partnerships, strengthened networks and enhanced economic, educational and cultural international relations.A Partnership Support Fund worth £1.8 million across 19 projects was provided to support activities around the World Cup.
The report found that more than 320,000 people participated or attended over 2,200 PSF events and associated activities which reached an audience of over 5 million.
Government-funded PR activity led to 540 pieces of media coverage globally and created an estimated 8 billion ‘opportunities to see’ this coverage.
The activity focused on core target international markets across the Cymru Wales brand, business and tourism as well as a strong in-Wales campaign presence. The campaign’s target markets included Wales, USA, parts of Europe, UK, and in Qatar.
A key government objective highlighted in the report as particularly effective was the showcasing of Wales internationally as a distinct nation.
Welsh Economy Minister, Vaughan Gething said: “Our objective was to promote Wales, project our values of inclusivity and diversity, ensure the safety of Welsh citizens at the tournament, and secure a positive and lasting legacy. The report published today demonstrates that we’ve exceeded our goals and are well on our way to achieving a lasting legacy.
“Our £1.8m Partner Support Fund has propelled Welsh talent across the world, facilitated new partnerships and strengthened networks in business, science and the arts.
“Thanks to our Tîm Cymru approach, bringing together a wide range of partners, the Welsh Government has built an effective and replicable model to support future strategies such as the potential joint hosting of the UEFA European Football Championship in 2028.”
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