VisitMalta’s marketing activation combines Premier League football with Edinburgh’s festival atmosphere to promote Malta as a high-quality destination to international audiences
The Malta Tourism Authority, through VisitMalta, brought the Maltese Islands to the heart of Edinburgh as presenting partner of the Newcastle United v Everton pre-season fixture, held on 12 August at Scottish Gas Murrayfield.
The fixture saw Everton defeat Newcastle United 3–1, with Thierno Barry, Iliman Ndiaye and Tyrique George scoring for Everton, while Harvey Barnes scored Newcastle’s consolation goal.
This collaboration provided VisitMalta with prominent visibility across Edinburgh’s busiest period and throughout matchday, combining football, destination promotion and live entertainment. The fixture was staged during the Edinburgh Festival Fringe and Military Tattoo, creating an opportunity to connect the international profile and passionate following of Premier League football with Malta’s own positioning as a destination for culture, heritage, gastronomy and live events. This collaboration included VisitMalta branding being shown throughout key locations around Edinburgh’s City Centre, from its well-known Waverly Train Station, and within the Scottish Capital’s predominant streets.
VisitMalta also collaborated with Assembly Festival, bringing performers from the Edinburgh Festival Fringe directly to supporters at Assembly Festival’s St Andrew Square hub and within the stadium fan area. The initiative created a full-day experience around the fixture while placing Malta within the wider cultural atmosphere of one of the world’s most recognised festival cities.
The collaboration forms part of VisitMalta’s wider international marketing strategy, using high-profile sporting platforms to reach engaged audiences in key markets and associate Malta with quality experiences, culture, entertainment and an active lifestyle.
Malta Tourism Authority CEO Mr Carlo Micallef said:
“We are delighted to become presenting partner of Newcastle United v Everton.
“This partnership brings together elite football, passionate supporters and the cultural energy of Edinburgh during one of the most exciting periods in the city’s calendar.
“It also provides a strong platform to showcase Malta as a premium cultural destination and create a memorable experience for fans throughout the day.”
Minister for Tourism Hon. Jo Etienne Abela said:
“Sport provides Malta with a powerful platform to reach international audiences and showcase the Islands beyond the traditional tourism offer. Through this partnership, VisitMalta connected Malta with the passion of Premier League football and the cultural energy of Edinburgh, reaching audiences who value memorable, high-quality experiences. These collaborations form an important part of our strategy to strengthen Malta’s international profile and attract discerning visitors to our Islands.”
Alex Anderson, Managing Director, TEG Sport UK, said:
“VisitMalta is an excellent partner for this event. Our ambition has always been to create more than a football match. By combining two leading Premier League clubs with Edinburgh’s Fringe atmosphere, we are creating a distinctive summer away day for supporters.
“VisitMalta’s presence across the city will add further energy and value to the occasion.”
Dani Rae, Managing Director of Assembly Festival, said:
“It’s exciting to have the opportunity to bring our programme to and welcome new visitors to the Fringe. We are delighted to open our new St Andrew Square hub to the fans arriving for the Newcastle United v Everton game, and to present them with a stage of our world-class entertainment together with VisitMalta.”
The Edinburgh activation further demonstrates how VisitMalta is using sport, culture and entertainment to reach international audiences and promote the Maltese Islands as a destination offering diverse, high-quality experiences throughout the year.
