The Malta Tourism Authority, through its VisitMalta brand, is pleased to announce the continuation of its highly successful partnership with Manchester United through another edition of the “Malta Day” promotional campaign. This collaboration continues to deliver exceptional visibility for Malta, leveraging the global reach and passionate fanbase of one of the world’s most renowned football clubs.
This year’s campaign coincides with the Manchester United vs Manchester City match at Old Trafford, providing a unique opportunity to showcase Malta to a diverse, high-profile audience. VisitMalta branding will be prominently featured both inside the stadium and across the surrounding city centre, ensuring maximum engagement with supporters and visitors alike.
Stadium Activations and Engagement
At Old Trafford, the VisitMalta campaign will be showcased through two prominent pitch-side banners, supported by additional perimeter advertising positioned around the stadium entrances. Integrated QR codes will allow fans to access the VisitMalta website instantly, inspiring them to discover Malta as a travel destination and enter for a chance to win a trip to the island.
Inside the stadium, hospitality suites will offer a distinctive Maltese culinary experience by a talented local chef, in collaboration with Manchester United Executive Head Chef Darren Hamilton. Branding on the Manchester United Match Day programme with VisitMalta imagery will be placed throughout the hospitality dining areas, further informing attendees about Malta’s offerings.
Pitch-side digital advertisements will ensure that the VisitMalta message reaches the full match-day audience of approximately 75,000 supporters and is amplified globally through televised and radio coverage.
City-Wide Marketing Activations
The promotional campaign extends beyond the stadium to the wider Manchester area. Areas located near Old Trafford and Manchester City Centre, will display rotating VisitMalta video adverts on its large screens, reaching the general public before and after the match. Factoring over 1 million impressions. Additionally, the Maltese Islands will be showcased on one of Europe’s largest Digital Out-of-Home screens, located at M17 1AB motorway, with advertising running until 18th of January 2026 and expecting over 1.2 million impressions.
In Manchester city centre, VisitMalta will be promoted across 40 – 60 high-definition LCD screens at prime locations within the Manchester Screens Network, reaching an estimated 1 million pedestrians. This multi-channel approach reinforces Malta’s positioning as a premier travel destination for international visitors.
The “Malta Day” campaign highlights the beauty, culture, and unique offerings of Malta, reaffirming the country as a top travel destination. The Malta Tourism Authority looks forward to continuing its partnership with Manchester United to share the wonders of Malta with fans across the globe.
