Tourism agency VisitBritian has agreed to extend its partnership with the English Premier League top football division until 2016.
VisitBritain, the name adopted by the British Tourist Authority, will use the deal to help increase the number of fans that visit the country to attend the league’s matches.
As part of the new deal, potential visitors will be invited to take part in a season-long digital game that is hosted on VisitBritain’s new LoveWall site. The “Take Me There” initiative will offer fans a chance to win a trip to Britain, while it will also include various pieces of information about the league such as fixtures, results, player interviews and a list of tourist attractions close to stadia.
The initiative will also be supported by targeted media campaigns across China, UAE, Norway, Sweden and Hong Kong.
VisitBritain will also be able to continue to explore existing relationships with EPL stakeholders including data company Opta, video game producer EA Sports and US network NBC.
Richard Scudamore, chief executive at the EPL, said: “Extending our ties with VisitBritain means it will not only be easier for our fans across the globe to come here and be part of the action, but they will also be able to immerse themselves in the history of our clubs and cities.”