Snow is falling, winds are biting, rain is persisting, and while shops are exhibiting Easter displays people have taken to their whatsapp book groups to to discuss ‘where might be nice for some sunshine’ this summer.
Unbeknown to them they have already been served subliminal destination advertising in the form of sports sponsorships, for the past 15 years or so.
It all began in 2008 when Dubai signed a deal with Channel 4 to sponsor all its horse racing programs. An overseas destination to be the name associated with racing in the UK seemed unusual at the time but has proved to be both groundbreaking and lucrative.
As part of a wider play for more people to spend hotel nights in the city, Dubai wanted to promote itself as both a business centre and holiday destination. The Dubai tourism authorities recognised that by promoting its overarching destination brand would boost consumer spending on multiple local brands. Essentially it was a catch-all deal for all brands in Dubai.
In 2008, Dubai (DXB) was the 20th busiest airport in the world with 37,441,440 passengers. According to International Airport Review, by 2023 it leapt a meteoric 15 places to 5th, with 66, 069, 981 passengers, and specifically, the number of UK travellers doubled over the course of the sponsorship deal (Statistia, 2021).
More recently, Arsenal fans might not have consciously chosen Rwanda as a holiday destination, but the six year old sleeve sponsorship with Visit Rwanda continues to promote the country and now Bayern Munich have also signed up. Keeping with football, Visit Dubai have signed with Real Madrid, and airlines Emirates, Etihad, Riyadh Air, and Qatar Airways are all involved in major, top flight European clubs.
If the book group fancies something different to the Middle East, perhaps Victoria, Australia or Kissimmee, Florida will float their boats? Netball has seen headline deals with both of these destinations, the former supporting the Australian national team, and the latter sponsoring the UK’s Netball Super League.
As international travel makes significant steps to recover to pre pandemic volume, people are again looking for travel inspiration. The Racing, Football or Netball fans in the book group may well be influenced, but it’s my view that all Sports Governing Bodies and teams will begin to place destination and travel brands at the centre of their partnership frameworks.
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