The Premier League has seen tourism partnerships nearly triple to a record 11 deals in the 2024–25 season (versus four partnerships just five years ago). Given its enviable status as the world’s most watched sports league, travel brands are increasingly leveraging its unrivaled global reach to connect with international audiences.

While the travel and tourism sectors’ dramatic post-COVID rebound has partially fueled this impressive growth, the rise of American investment in the Premier League also plays a significant role. US-based groups now own 45% of the league’s clubs, making these deals a natural fit for American destinations keen to lure international visitors, especially those from the UK.

Notably, Florida-based tourism brands comprise two-thirds of the league’s US sponsorships: Experience Kissimmee, Visit Jacksonville, Visit Lauderdale, and Visit Tampa Bay have joined forces with Brighton & Hove Albion, West Ham United, the Wolverhampton Wanderers, and Brentford, respectively. Other Premier League clubs with American tourism partners include AFC Bournemouth (Las Vegas Tourism) and Crystal Palace (Enjoy Illinois). 

Meanwhile, clubs that partner with tourism boards outside the US include Arsenal (Visit Rwanda), Fulham (Go Mongolia), Leicester City (Thailand Privilege), Manchester City (Visit Abu Dhabi), and Manchester United (Visit Malta).

Despite the burgeoning trend, some of the Premier League’s most high-profile clubs—namely Chelsea, Liverpool, Newcastle United, and Tottenham—conspicuously lack tourism industry partners, presenting prime opportunities for deep-pocketed destinations to align with these superstar teams. 

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