August 30 – Championship side Norwich City, now in their second season of challenging for a return to the Premier League, have agreed a travel partnership with UD Las Palmas and Gran Canaria island.
The sponsorship aims of attract British tourists to the Spanish Island off the coast of West Africa.
Carlos Álamo, the minister for tourism in the Gran Canaria government, said: “This is a great opportunity to make an impact in a strategic market for the Canary Islands and particularly Gran Canaria. We will enter millions of potential tourists’ homes through sports. This is a determined step to value British customers and to also maximise the potential of the 20 cities connected to Gran Canaria.”
The Gran Canaria tourism board becomes a club partner with an image of Gran Canaria featuring on the sleeve of men’s first team kits (Lotus is the club’s main shirt sponsor). The agreement includes a package of ground and digital platform assets.
Patricio Viñayo, general director of UD Las Palmas, commented: “The English brought football to Gran Canaria, as well as a significant number of linguistic expressions and influence in the urban planning of the capital, Las Palmas de Gran Canaria, as both shores were the origin and destination of a commercial relationship. By having direct contact with tour operators and by searching for our islands’ links with England, we can revitalise and highlight this relationship.”
The deal really is a match made in heaven: UD Las Palmas’ mascot is a canary named ‘Pio Pio’, which pairs nicely with Norwich City’s world-renowned nickname ‘The Canaries’.
The length and value of the deal is undisclosed.
Sam Jeffery, the commercial director of Norwich City, said: “The Gran Canaria logo is already on our jersey, and we’ve celebrated the first goal of the season with the logo. We’ll carry out other actions and campaigns to promote the island’s image, using our players to help spread the image in their home countries.”
The length and value of the deal has not been disclosed.
Norwich City continue their push for promotion on Saturday versus Rotherham. They currently sit in second place.
Contact the writer of this story, Harry Ewing, at moc.l1701579677labto1701579677ofdlr1701579677owedi1701579677sni@o1701579677fni1701579677