Gran Canaria’s Tourism and UD Las Palmas Take Over Norwich City FC’s Stadium for a Day

Last weekend, Gran Canaria experienced a symbolic and memorable day with the celebration of Gran Canaria Take Over Day at Carrow Road Stadium during Norwich City FC’s last match on Saturday, March 29. This event is part of the ambitious three-party agreement signed in August 2023 by UD Las Palmas, Norwich City, and Gran Canaria Tourism, marking another step in positioning the island as a top-tier tourist destination in the British market.

Organized by Gran Canaria Tourism’s Branding Unit, the initiative aimed to showcase the island’s cultural, gastronomic, and touristic wealth to Norwich City fans, known as The Canaries. The shared yellow colors in both teams’ kits, the canary bird in Norwich’s crest, and the fact that their fans call themselves The Canaries led to this strategic alliance.

UD Las Palmas played an active role in the event with the presence of club legend Paquito Ortiz, who currently oversees Innovation at the UD Las Palmas Foundation. The club’s mascot, Pío Pío, and members of its Expansion team were also present.

This promotional effort continues the ongoing work to establish Gran Canaria as a unique and exceptional travel destination. The collaboration with Norwich City FC has turned the club into a kind of embassy for Gran Canaria in England.

During the event, Carrow Road Stadium was adorned with Gran Canaria’s branding, displayed on all screens and banners. A special stand was set up in partnership with Jet2Holidays and AV Premier Travel, Jet2’s local partner, allowing attendees to plan their next trip to the island.

A highlight of the event was a contest among fans, with the winner receiving a five-day trip for two to Gran Canaria. The giveaway was held on the pitch and even included a marriage proposal.

One of the most exciting aspects of the day was the chance to enjoy authentic Canarian cuisine at the stadium’s Yellows Bar & Grill. Chef Andrés Rodríguez, owner of Échale Mojo catering and a culinary instructor, traveled to England specifically to prepare a tapas menu featuring exclusive products from Gran Canaria.

Fans had the opportunity to try papas arrugadas from San Mateo with emulsified mojo sauce, smoked cheese croquettes from Quesería La Gloria in San Agustín, and bao buns filled with black pig from Los Cercadillos (Agüimes), accompanied by mojo-mayo and pickled red onion from Gáldar. The dishes, which had been prepared since the Friday before the match, were a resounding success.

The island’s presence wasn’t limited to the stadium. Gran Canaria was prominently featured on Norwich City’s social media and official website, generating significant excitement among fans.

Carlota Aparici, UD Las Palmas’ Expansion Manager, attended the event with mascot Pío Pío to strengthen the bond between both fanbases. She was joined by former player and coach Paquito Ortiz, as well as Katerina Bomshtein, Gran Canaria Tourism’s UK and Ireland market promoter, who played a key role in the destination’s promotion.

The event concluded with Norwich City’s victory over West Bromwich Albion FC, adding even more joy to an unforgettable day. Beyond football, Gran Canaria Take Over Day showcased the power of sports as a platform to promote the island in the UK and strengthen ties with a beloved British club.

This event is a prime example of the successful partnership between Gran Canaria Tourism, UD Las Palmas, and Norwich City FC—a strategic agreement with immense promotional value. Not only does it help Gran Canaria gain visibility in Spain through La Liga, but it also enhances its presence in the UK, one of the island’s key tourism markets.