VisitBritain wins Premiership link

VisitBritain has unveiled a partnership with Premiership football which it hopes will boost visitor numbers from overseas.

Pitch-side advertising is being provided free to help drive people to the VisitBritain website – with matches broadcast to 195 countries.

The VisitBritain brand stands to profit from positive association with the country's sporting heritage, particularly in the light of success in the Ashes and by London 2012, said corporate press officer Sian Brenchley.

The deal comes at a tough time for British tourism, with visitor numbers and spending down following 7/7.

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