Tourexpi
TUI strengthening brand experience through new international sports sponsorship strategy
TUI is the new title sponsor and exclusive
distribution partner of the renowned marathon on Mallorca, now known as the
‘TUI Palma Marathon Mallorca’. The agreement covers the 2024, 2025 and 2026
editions and reinforces TUI’s commitment to the Balearic Islands, with over two
million TUI customers expected to visit during 2024. The TUI Palma Marathon
Mallorca is the first international sporting event to be held under the TUI
brand during 2024 and it introduces a new global approach to sports
sponsorship, leveraging the natural alignment between travel, TUI’s brand and
customers’ wishes, and the sport offerings available in TUI’s hotels and clubs
around the world.
Sport often plays a central role in travel, with
fans of tennis, surfing, diving, golf or skiing organising their holidays
around these activities. The TUI Group's various hotel brands, including
ROBINSON, TUI MAGIC LIFE, RIU and TUI BLUE, offer extensive sports facilities,
such as over one thousand sports, tennis and football courts, and a variety of
personal training options. TUI Cruises vessels also have modern sports
facilities and equipment, including dedicated fitness decks.
"Nothing is as emotional as travelling -
except sport, of course. This sponsorship initiative will support TUI’s growth
through the strong combination of sports and travel, and the additional
visibility of an internationally successful sports event. Together with our
destination partners, we want to create sports and leisure experiences that
encourage people to travel, appeal to new and existing customers, and that can
be booked as packages via all our sales channels." Added Sebastian Ebel,
TUI Group CEO.
"TUI combines its own airlines, hotels,
activities and infrastructure in over 100 countries around the world, as well
as an international sales organisation throughout Europe and beyond - TUI can
therefore create innovative sporting events in holiday destinations against
dream backdrops. We are starting with the marathon in Mallorca, which is the
first in a series of running events, with other sports to follow." Added
Magnus Hüttenberend, who is reorganising TUI’s sports sponsorship as part of
the Group Corporate & External Affairs team.
The TUI Palma Marathon Mallorca, organised by
Kumulus, takes place on October 20th, 2024. The 42km course follows the coastal
path near Palma de Mallorca and enters the city centre, with participants
passing key architectural landmarks, including the Cathedral, La Llotja and Es
Baluard. If a marathon is a step too far, runners can also opt to enter the
half marathon or a 9km course.
Image
Credit: © TUI Group
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