Norwich City Partnership To Boost Gran Canaria Tourism

Norwich City FC, UD Las Palmas and the Gran Canaria tourism board have established a collaboration agreement to promote the image of the island to the British market.

The Canaries, as Norwich City FC is nicknamed, is helping LALIGA club, UD Las Palmas take a major step forward in its internationalisation process by strengthening its ties with the club.

The English and Spanish clubs began their relationship in October of 2022, thanks to the World Travel Market tourism fair held in London. Since then, both entities have been collaborating and creating synergies in terms of training, technification and international expansion.

Speaking of the partnership, Patricio Viñayo, general director of UD Las Palmas, commented: “The English brought football to Gran Canaria, as well as a significant number of linguistic expressions and influence in the urban planning of the capital, Las Palmas de Gran Canaria, as both shores were the origin and destination of a commercial relationship. By having direct contact with tour operators and by searching for our islands’ links with England, we can revitalise and highlight this relationship.”

Carlos Álamo, the minister for tourism in the Gran Canaria government, said of the agreement: “This is a great opportunity to make an impact in a strategic market for the Canary Islands and particularly Gran Canaria.

“We will enter millions of potential tourists’ homes through sports. This is a determined step to value British customers and to also maximise the potential of the 20 cities connected to Gran Canaria.”

With this collaboration, the Gran Canaria tourism board has become a partner of the English club and the image of Gran Canaria will appear on the shirts of their men’s first team.

In addition, the British club will commit to sharing audiovisual productions and advertisements during the televised and non-televised broadcasts of Norwich City FC’s home fixtures to highlight Gran Canaria as a potential tourist destination for people in the United Kingdom and in Europe.

Sam Jeffery, Commercial Director of Norwich City, concluded: “The Gran Canaria logo is already on our jersey, and we’ve celebrated the first goal of the season with the logo. We’ll carry out other actions and campaigns to promote the island’s image, using our players to help spread the image in their home countries.”

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