Israel signs with Arsenal

In the wake of the recent announcement of the closure of its office in Australia due to budgetary constraints and other reasons, (which The Mole at the time thought didn’t quite add up!!), The Government of Israel and the Israel National Tourist Office has announced a very interesting and most certainly very expensive sponsorship and marketing deal.

The deal signed on Sunday involves Israel Tourism sponsoring Arsenal Football Club in the UK for two years.  The sum involved is not disclosed but as it involves soccer and one of the UK’s leading soccer teams, it will most certainly be expensive!

Israel is Arsenal’s second deal with a Middle Eastern partner, namely Emirates and as a result Israeli tourism advertisements will be displayed on sideline billboards during televised games and on 450 screens at Arsenal’s new Emirates Stadium, set to open in August.   Israel will also run banner ads on the team’s website. The televised ads will reach audiences in 198 countries, officials claimed.

Sounds all very good, but The Mole supposes that the question is whether the UK soccer audience is interested in soccer or travel, especially as we are told that women are most influential in making the travel decision?

“We’re delighted to be part of this. We think football is a great product, and we think it will assist Israel become a more popular destination,” said Keith Edelman, Arsenal’s Managing Director.

The deal was signed by Edelman and Israel Tourism Minister Abraham Hirchson and the ads will be launched at the beginning of the 2006-2007 season

The Mole wonders if David Beirman, the ousted Director of Tourism for Israel might make a comment on TravelMole about how he feels about being kicked into touch!?!?

It is to be hoped that the closure of the office in Australia and the signing of the deal with Arsenal will not become an Israel “own goal”.

Report by The Mole.

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