Malta Tourism Authority renews Manchester United 'Malta Day' campaign ahead of derby match
The MTA will showcase Malta at Old Trafford and across Manchester during the Man Utd vs Man City match, targeting millions of impressions.
The Malta Tourism Authority is doubling down on its partnership with Manchester United. Through its VisitMalta brand, the MTA has renewed the "Malta Day" promotional campaign timed to the upcoming Premier League derby between Manchester United and Manchester City at Old Trafford.
The campaign delivers unmatched visibility for a small tourism board. Pitch-side digital adverts at the stadium will reach approximately 75,000 supporters in person, with the broadcast amplifying that reach globally through television and radio coverage.
Two prominent pitch-side banners will carry QR codes directing fans to the VisitMalta website. Those who scan the code can enter a prize draw for a trip to the islands.
Inside the executive areas, the MTA has arranged a Maltese culinary experience. A local chef will collaborate with Manchester United Executive Head Chef Darren Hamilton to serve dishes in the hospitality suites. Branding on the match day programme will also feature VisitMalta imagery throughout the dining areas.
The campaign stretches well beyond the stadium itself. Rotating VisitMalta video adverts on large screens near Old Trafford and in Manchester city centre are expected to generate over 1 million impressions.
One of the biggest individual placements is on a massive Digital Out-of-Home screen at the M17 1AB motorway. That advertising, running until 18 January 2026, is projected to deliver over 1.2 million impressions on one of Europe's largest such screens.
In the city centre, VisitMalta will appear across 40 to 60 high-definition LCD screens within the Manchester Screens Network. That placement alone is estimated to reach 1 million pedestrians.
For Malta's tourism industry, the UK remains a critical source market. A multi-channel campaign of this scale, built around a high-profile football fixture, gives the MTA a cost-effective way to punch above its weight in a competitive European travel landscape.
The MTA says it looks forward to continuing its partnership with Manchester United to share the wonders of Malta with fans across the globe.