The Premier League will include two Welsh Clubs, for the first time, this season following the promotion of Cardiff City in April, to join Swansea City who in 2011.
The Premier League has a global fan base, and the government of Wales wants to use these two teams as a way of marketing the country as a good place to invest. Edwina Hart, the Economy Minister, has said that this was a great opportunity for the country to advertise itself to the whole world. Welch tourism and businesses are set to reap rewards from the football that is beamed across the world.
According to the government, football clubs and politicians can work together and market the country to the many viewers across the world. Now they have Swansea jerseys being sold at the Seoul airport just like Man United shirts, a situation that was not possible 10 years ago.
In a sponsorship arrangement with the government, Visit Wales Branding can be seen inside and outside the Croesco Stand, which was originally named the Liberty Stadium’s North Stand, ever since Swansea entered the Premier League.
In a similar deal, the Canton Stand will be renamed in a £110,000 deal signed by the government and Cardiff. The question that remains to be answered is whether sports can be used to brand a country. Cardiff has hosted Teamworks, a branding company, for more than 20 years.
According to the commercial director, Tom Tribe, it is crucial for a country to create its identity and sell accurate perceptions to the global market. This kind of branding helps people to understand their identity.
He added that Welsh football has succeeded well recently, since the British and Irish Lions are mainly Welsh, and this success can be used to get the message out that although they are a part of Britain, they are also their own country too.