Arsenal Secures Tourism Partnership with New South Wales Government

Arsenal Football Club and the New South Wales (NSW) Government have announced a multi-year Tourism Partnership, which will culminate in Arsenal playing two pre-season matches against Sydney FC and Western Sydney Wanderers at ANZ Stadium in Sydney in July 2017.

The partnership will give the NSW Government's tourism and major events agency, Destination NSW, the opportunity to promote and market NSW travel and tourism to Arsenal’s global following. Destination NSW is particularly focussed on using the partnership to gain exposure in the UK, China and the United States, countries where Arsenal have a particularly large and engaged fanbase.

Destination NSW will become Arsenal’s Official Tourism Partner for Australia with the ability to utilise a wide range of rights including LED perimeter signage, player and legend access, digital and social promotions, in-stadium activations and match day hospitality.

Arsenal’s Chief Commercial Officer, Vinai Venkatesham, said: “As well as being our first partnership agreement in Australia, the deal is unique in combining a tourism partnership with pre-season matches. We look forward to working with our new partner to promote NSW, before bringing our first team to Sydney for two games in 2017 in front of our passionate Australian fans.”

NSW Minister for Trade, Tourism and Major Events and Minister for Sport, Stuart Ayres, said the partnership would see the State promoted to Arsenal fans around the world. “This Australian-first partnership will see Sydney and NSW showcased to a global audience every week, giving our State exposure to millions of Arsenal and English Premier League fans. We are proud to be associated with Arsenal, one of the world’s oldest and most prestigious football clubs, and look forward to welcoming them to Sydney in 2017.”

ANZ Stadium Managing Director Daryl Kerry said the Arsenal tour would give Sydney two sporting blockbusters back-to-back in 2017.