The Malta Tourism Authority (MTA) and Tottenham Hotspur Football Club are delighted to
announce a partnership aimed at blending the worlds of sports and tourism. This
collaboration marks a significant milestone in the history of both organizations, showcasing a shared commitment to excellence, community engagement, and global outreach.
The synergy between the MTA, a leader in promoting Malta’s vibrant culture and rich
heritage and Tottenham Hotspur, a titan in the footballing world, sets the stage for an
extraordinary venture. Introducing the Visit Malta Cup, a thrilling addition to the football
calendar set to captivate audiences in the UK and around the World.
This match was announced at a press conference held at Malta’s iconic Phoenicia Hotel, a
stone’s throw away from the Maltese capital Valletta. In attendance were Tottenham Hotspur legends Gary Mabbutt, Ledley King and Osvaldo Ardiles, along with Minister for Tourism and Public Cleanliness Clayton Bartolo and MTA CEO Carlo Micallef.
Scheduled for August 10, 2024, at the iconic Tottenham Hotspur Stadium, promises a
spectacle of top-tier football as Tottenham face FC Bayern München in their final pre-season match before the new football season. This match will also serve as a celebration of Malta’s allure as a travel destination. Notably, the Visit Malta Cup will also mark a momentous occasion as Harry Kane returns to the Tottenham Stadium for the first time since his move to FC Bayern in 2023.
“Football is undoubtedly one of the strongest ways in which brands communicate with vast
audiences, of all ages, around the world, riding on the strong emotional engagement of the
public with the game itself and as supporters of football teams. MTA’s objective is to keep
growing the Visit Malta brand in the international arena with the aim of attracting new more quality tourism to our Islands all year round, favouring growth in the winter months. With Tottenham Hotspur and Bayern Munich playing for the Visit Malta Cup, and a 360 degree marketing campaign around the event, MTA has planned another innovative initiative to promote the Maltese Islands in England and Germany as well as with the millions of fans of the two teams around the world,” said MTA CEO Carlo Micallef.
Minister for Tourism and Public Cleanliness Clayton Bartolo stated that “Fan engagement
lies at the heart of this partnership. Football enthusiasts from England, Germany, and
beyond can anticipate an unforgettable blend of sports and leisure, as they witness the
excitement of top-level football whilst cherishing Malta and all it has to offer. This
collaboration also offers the change to continue enhancing Malta’s visibility to both the
British and German touristic markets.”
During their trip in Malta, the three Tottenham legends also embarked on visits to local
venues including a Tottenham supporters club, San Gwann Primary School, and Sirens
Football Nursery. These interactions aimed to foster connections, inspire young fans, and
deepen our ties with local communities.
