Sponsoring: VisitBritain extends its partnership with the Premier League until 2016

Great Britain's tourism agency, VisitBritain, extends its partnership with the English Premier League, the public body announced on the 21/08/2013.

The partnership, which began in 2008, allows VisitBritain to use contents of the Premier League to promote its offers internationally. The new deal will target football fans around the world who follow English football, and aim to increase the 900,000 football visitors who already visit each year, spending £700 million (nearly €815m) across Britain.

The partnership was launched with a new advertising campaign named "Great", starring Liverpool midfielder and English international (103 caps, 19 goals) Steven Gerrard.

VisitBritain website also offers Internet users a game giving them the opportunity to win a trip to Britain. Furthermore, they will find player interviews, news about Premier League clubs and results, suggested tourist attractions nearby the stadiums and options to book match breaks via Thomas Cook Sport.

The new fully integrated campaign will be supported by targeted media buy across China, UAE, Norway, Sweden and Hong Kong.

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