The travel and tourism authority of the Florida region of Kissimmee was today unveiled as official destination partner for West Ham United.
The three-year partnership with Experience Kissimmee is claimed to be the first of its kind between a US destination marketing organisation and a Premier League team.
The deal was announced ahead of West Ham’s first Premier League match at the revamped former London Olympics stadium, which has a capacity of more than 60,000, on August 21 against Bournemouth. West Ham expects the stadium to be sold-out for every game this season.
The team starts the 2016-17 season away against Chelsea on Monday night.
Experience Kissimmee will receive brand prominence on LED boards surrounding the pitch at the east London stadium and on the two digital screens, the largest in European football, in addition to year-round brand exposure on a big screen outside the venue.
Various online campaigns and database mailings to more than one million fans, social media posts, hospitality suites at matches and pre-season training in Kissimmee are also part of the agreement.
Experience Kissimmee president and chief executive, DT Minich, said: “With West Ham United’s historic move to a new stadium this season, the timing couldn’t be better to reach the club’s enthusiastic fan base.
“This agreement will put the Experience Kissimmee brand in front of sold-out crowds in the heart of one of our most important travel markets.”
West Ham fans are more likely to select the US as a holiday destination than the UK average population, according to a recent study conducted by the club.
Minch said: “West Ham United will now boast the highest number of season ticket holders in London and the highest percentage of season ticket holders in the entire Premier League, which is the most followed league in the world with a cumulative worldwide in-home TV audience of more than three billion.
“The club also has an enormous social following – approximately two million global fans on Facebook, nearly one million Twitter followers and almost four million views on YouTube – which gives us another avenue for reaching potential visitors.
West Ham vice-chairman, Karren Brady, said: “Following this summer’s highly successful US tour, we are delighted to have forged another significant relationship in the States, particularly one that will benefit our supporters.
“This is a fantastic opportunity for our fans to take advantage of excellent deals to visit a beautiful part of the world. The coming season is as important as they come, and we wholeheartedly welcome Experience Kissimmee onboard at this most exciting time.”
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