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.
