Liverpool Football Club has teamed up with the Turkish Culture and Tourism Office to make the country the club’s official partner destination.
The two-year deal between the two organisations will include advertising and other tie-ins, and was said to be the first of its kind for Turkey as a tourist destination in the UK. The director of the Turkish Culture and Tourism Office, Tolga Tuyluoglu, noted that Liverpool fans already have an affinity with the popular tourist destination thanks to Liverpool’s 2005 Champions League win in Istanbul. He also highlighted the importance of the north-west of the UK as a source market for Turkey as a holiday destination.
“The city of Liverpool is known for its music and culture; its world-class galleries, museums and landmarks, which of course provides a body of shared values for us to work with,” said Mr Tuyluoglu. “Over one quarter of those taking package holidays to Turkey do so from the north-west of England, so this area is very important to Turkey. Of course, the fact that Liverpool FC plays in red and white is a bonus too!” he added.
The managing director of Liverpool FC, Ian Ayre, expressed his admiration for the country of Turkey and pointed to how the whole club had “fantastic memories of our European Cup win in Istanbul in 2005.”
Other travel brands and organisations to benefit from commercial association with the English Premier League include Emirates, official sponsors of Arsenal FC and the new Emirates Stadium, and Etihad Airways, which sponsors Manchester City.