The South African government is pursuing a sponsorship deal with Premier League club Tottenham, following in the footsteps of the United Arab Emirates, Rwanda, Malta and others who have used the world's biggest soccer league to promote their countries.
Tottenham's Son Heung-min, centre, celebrates after scoring his side's opening goal during the FA Cup 4th round soccer match between Preston North End and Tottenham Hotspur at the Deepdale Stadium in Preston, England, Saturday, Jan. 28, 2023.
CAPE TOWN, South Africa — The South African government is pursuing a sponsorship deal with Premier League club Tottenham, following in the footsteps of the United Arab Emirates, Rwanda, Malta and others who have used the world’s biggest soccer league to promote their countries. South Africa’s Ministry of Tourism said Wednesday it was looking to conclude a memorandum of understanding with Tottenham through SA Tourism, which is the tourism marketing arm of the government.
South African media reports claimed the deal would be worth $52 million over three years from the start of the 2023-2024 season and give SA Tourism branding space on Tottenham’s uniform, among other things. The Ministry of Tourism didn’t give financial details of the deal and said it must still gain final approval from government.
Right now, the proposal was to conclude the memorandum of understanding with Tottenham, the ministry said.Tottenham’s north London rival Arsenal has a “Visit Rwanda” message on its shirt sleeve, while UAE’s two official airlines, Emirates and Etihad, are the principal sponsors of Arsenal and Manchester City, respectively.
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