Roger Hampel
Photo Credit: UD Las Palmas
UD Las Palmas has become the talk of the football world after a stunning 2-1 victory over FC Barcelona at Montjuïc. While "Los Canarios," led by their new coach Diego Martínez, are excelling on the pitch with 5 wins in their last 7 matches, the club’s achievements extend far beyond football. A closer look at their business strategy reveals a remarkable synergy with the tourism industry, turning UD Las Palmas into a beacon of innovation in football’s intersection with regional promotion.
In July 2024 alone, the Canary Islands welcomed over 1.39 million tourists, marking a 5.58% year-over-year increase. This growth aligns seamlessly with UD Las Palmas’ strategy to integrate the identity of the Canary Islands into the club’s global presence.
Local Impact: Football as a Tourism Ambassador UD Las Palmas Business
At the core of UD Las Palmas’ strategy lies its collaboration with Turismo de Gran Canaria, positioning the island as a key element of the club’s identity. By proudly displaying "Gran Canaria" on their jerseys, the club promotes the region’s beauty and culture to millions of fans worldwide. This collaboration transcends traditional sponsorship, turning UD Las Palmas into a proud ambassador for the Canary Islands.
Photo Credit: UD Las Palmas
Key Highlights:
• Tourism Impact: An impressive 20% of match attendees are tourists, drawn to the Gran Canaria Stadium through targeted campaigns by Turismo de Gran Canaria.
• Revenue Growth: Merchandise sales, including jerseys branded with "Gran Canaria," generated over €5 million in revenue in 2023. These items have become iconic souvenirs for visitors.
• Integrated Tourism Initiatives: The club partners with local hotels and travel operators to promote ticket sales as part of vacation packages.
• Local Collaborations: Recent partnerships, such as with regional clubs like UD Orotava, showcase a commitment to fostering local talent and community ties.
• Product Expansion: Launching branded products like "Pio Pio" beer and local wines enhances the club’s branding while supporting the regional economy.
Global Expansion: Taking the Canaries to the World
UD Las Palmas is leveraging its unique identity to build a global presence, with a focus on expanding its fan base and partnerships internationally.
Key Highlights:
• Global Brand Building: The club capitalizes on tourism by selling jerseys as keepsakes, strengthening international fan engagement.
• "Canaries Family" Initiative: Partnerships with Norwich City (UK) and FC Nantes (France) emphasize shared cultural and geographical ties.
• The U.S. Expansion: Collaborations with San Antonio FC include youth camps, digital activations, and merchandise sales. Notably, UD Las Palmas recently launched a Times Square ad campaign, further promoting its brand in the U.S.
Future Vision: Building Towards the 2030 FIFA World Cup
Looking ahead, UD Las Palmas is preparing for an even brighter future, with significant opportunities on the horizon.
Photo Credit: StadiumDB
Key Highlights:
• FIFA World Cup 2030 Host: Gran Canaria Stadium will host matches during the tournament, elevating the club’s prestige and putting the Canary Islands in the global spotlight.
• Comprehensive Renovation: The stadium will undergo a major upgrade, transforming it into a state-of-the-art facility that sets new standards for sports venues.
• New Opportunities: These improvements position UD Las Palmas to attract high-profile sponsors, host international events, and enhance fan experiences. Furthermore, the stadium will solidify the Canary Islands as a top sports tourism destination.
UD Las Palmas’ success is not confined to their recent victory over FC Barcelona. The club exemplifies how football can transcend the sport itself, becoming a powerful tool for regional branding, tourism integration, and global influence. With a clear vision for the future and a focus on leveraging its unique identity, UD Las Palmas is positioning itself as a model of innovation in the football business world.