A groundbreaking sponsorship deal will mean that the prestigious football club Sheffield United, also known as ‘The Blades' will be backed by a country for at least two seasons (2008-2009 and 2009-2010). That country is Malta.

During a press launch organised at Sheffield United’s Bramall Lane stadium, details of the club’s new sponsorship deal with the Malta Tourism Authority were announced by top club officials as well as by the Malta Tourism Authority’s Director, UK, Chris Fenech.

This is the first time that Malta, as a tourism destination, has become the main sponsor of a prestigious football club. Commenting on the sponsorship deal, MTA chairman Sam Mifsud said that: ”We are very pleased that this deal has come through to everyone’s satisfaction. Sheffield United is, historically, a very important club that enjoys a considerable, loyal following. If last season was anything to go by, the club’s prospects for the future are also very bright indeed. This sponsorship deal means that Malta’s exposure in the region will increase immensely, as will our country’s visibility increase exponentially on nationwide as well as on regional television whenever Sheffield United games are reported or broadcast Iive. The UK is our strongest source market, and we are certain that through this sponsorship agreement destination Malta stands to make considerable new inroads in Britain. This is also another example of how the MTA is employing new and innovative marketing tactics in order to continue to enhance destination Malta in our core markets." Although the value of the agreement remains undisclosed, the media exposure value for Malta reputedly runs into millions of pounds Sterling.

The sponsorship agreement also includes important Corporate Social Responsibility clauses as well as, amongst others, assistance in the setting up of a football academy in Malta. This sponsorship deal includes many benefits for Malta and for promoting destination Malta, including The Blades wearing the visitMalta.com logo on their playing strip as well as appearing in up to ten live Championship games throughout the season screened on Sky Sports. The airtime per game is 90 minutes plus 30 minutes pre-game and 15 minutes post-game in which the stadium, branded with visitMalta.com, and backdrops for interviews, also branded, will feature prominently. This excludes any cup games which could range from 1-6 per annum depending on Sheffield’s progress. The value of this airtime alone can be set at approximately £1 - £1.5 million.

In addition to this, on a weekly basis (Saturday night and Sunday morning), Sheffield United will feature in the Championship highlights programme which is shown on various stations. This will guarantee television exposure even on weekends when Sheffield United are not screened live.

Apart from the whole interior of the stadium being branded with visitMalta.com, the MTA will also have: one of the four stands named the ‘Malta Family Stands’; the main hospitality suite re-branded ’The Malta Suite’; six l8ft x 2ft adverts around the stadium; a number of 30 second adverts on the Electronic Scoreboard per home game; and Visitmalta banners to feature on club website for the duration of the contract as well as inclusion in newsletter.

Blades chairman Kevin McCabe, who was instrumental in sealing the deal, said: ”The Malta Tourism Authority was impressed by our growing international presence which stretches into Hungary, China and Australia. The Malta Tourism Authority sees the significance of the marketing opportunities with those countries and recognises the need to further underpin the strong links with the UK to promote the island. They were impressed with the work we have done with our academy at Shirecliffe and how we have delivered an effective community programme targeting youngsters across the Sheffield city region. They want to replicate this in Malta and have brought us on board to help. This is an exciting opportunity for everyone connected with the Blades in the UK and abroad,” added Mr McCabe.

The Malta Tourism Authority’s Director, UK, Chris Fenech commented: “The Malta Tourism Authority is delighted to enter into this partnership with Sheffield United FC. We believe that the collaboration between the two parties, which will stretch to beyond the simple footballing aspects, will be of benefit to all. Apart from associating Malta with one of the most historic clubs in the football league, this partnership will enable the Malta Tourism Authority to help at a social level, an aspect which we value highly. It is our intention to carry out elements of Corporate Social Responsibility both in the Sheffield community and neighbouring areas as well as supporting Sheffield United in their future ventures undertaken on the Maltese Islands.”

Sheffield United also recently welcomed the current Maltese international goalkeeper Justin Haber to the club, thus further enhancing the club’s Malta connection. Haber had a trial at Sheffield United two years ago and is making a big impression on officials at the Club who have been following his progress since.