Gran Canaria strengthens its tourism brand through an agreement between UD Las Palmas and Norwich City FC
Gran Canaria Tourism, Unión Deportiva Las Palmas, and Norwich City Football Club have signed a significant collaboration agreement aimed at boosting the international projection of Gran Canaria’s tourism brand.
The signing took place at UD Las Palmas' facilities in Barranco Seco, with notable figures in attendance, including Gran Canaria’s Tourism Councilor, Carlos Álamo; the Managing Director of Gran Canaria Tourism, Pablo Llinares; UD Las Palmas’ General Director, Patricio Viñayo; and Norwich City FC’s Commercial and Marketing Director, Sam Jeffrey.
This agreement, which strengthens the historic ties between Gran Canaria and the UK, seeks to capitalize on the synergy between two highly attractive tourism markets. The collaboration between Gran Canaria Tourism, UD Las Palmas, and Norwich City FC will bring significant promotional value, enhancing the island's visibility across Europe and beyond.
Pablo Llinares emphasized the importance of the advertising initiatives linked to UD Las Palmas. "Last year, we ran a campaign featuring four players in iconic locations on the island, generating a major viral impact. We’ll repeat that campaign this year, along with taking the official team photo with Gran Canaria Tourism, which will be shared on social media. We will also work on LED activations in the stadium and collaborate with Norwich City, who will feature our logo on the first team's shirt sleeve," he stated.
He also highlighted Norwich City as a key partner in this collaboration, commending the English club for their commitment and excellent joint efforts. "In addition to the advertising initiatives, we’ve conducted player activations in both Gran Canaria and England, achieving a return on investment 50% higher than last year," he added.
Sam Jeffrey, Norwich City FC’s Commercial and Marketing Director, expressed pride in being part of the agreement. "We’re delighted to continue working with UD Las Palmas and Gran Canaria Tourism. Last season, our team wore the Gran Canaria logo on their shirts during the playoffs. We also conducted promotional visits to the island, focusing on local gastronomy and sites like the Agaete coffee plantation," he said, noting that the agreement has been nominated for a prestigious international collaboration award, competing with big names like FC Barcelona and Ferrari.
UD Las Palmas’ General Director, Patricio Viñayo, emphasized the importance of this partnership for expanding the Gran Canaria brand globally. "From the start of our relationship with Norwich, we saw the potential in the connection between both clubs. Today, we celebrate having over six million social media followers and continue working to take the Gran Canaria name to markets like Mexico and the United States," he stated. "This agreement not only strengthens our sporting presence but also positions us as ambassadors for the island worldwide."
