The recent Tottenham Hotspur vs. Bayern Munich match was more than just an exhilarating display of football—it was a powerful platform to highlight Malta as a premier travel destination. The match, held at the iconic Tottenham Hotspur Stadium in London, concluded with Bayern Munich securing a 3-2 victory and taking home the VisitMalta Cup. The event was a strategic showcase of Malta’s attractions, engaging a massive audience of 62,000 fans.
Malta’s presence was unmistakable throughout the stadium. The VisitMalta brand was prominently featured, from the stadium’s exterior to its bustling megastore. Fans were greeted by vibrant banners, captivating videos on large screens, and an array of VisitMalta brochures and merchandise, ensuring that Malta remained top of mind long after the final whistle.
The fan engagement extended beyond mere visuals. VisitMalta organized interactive activities, including a keepie-uppy competition and a penalty shootout challenge, offering fans a chance to win an unforgettable trip to Malta. These initiatives provided attendees with a unique preview of what the Mediterranean island has to offer, transforming the football match into a comprehensive experience of Maltese culture and hospitality.
This event was part of a strategic partnership between VisitMalta and Tottenham Hotspur, aimed at leveraging the widespread popularity of football to promote Malta to English and German audiences. Carlo Micallef, CEO of the Malta Tourism Authority, emphasized the significance of this initiative: “Through this collaboration, we are tapping into the English and German markets, further extending the reach of the VisitMalta brand on a global scale, particularly among football enthusiasts.”
The VisitMalta Cup was awarded to the Bayern Munich captain by Mr. Micallef, marking the culmination of a successful event that not only celebrated football but also showcased Malta as a must-visit destination for fans around the world.
