teams up with Cantona ahead of Champions League final

24 May 2019

By: Sport Industry Group

Ahead of the influx of Liverpool and Tottenham Hotspur fans to the streets of Madrid for the 2018/19 UEFA Champions League final, has teamed up with former footballer Eric Cantona to encourage the British to be more cultured when they hit the Spanish capital. is the official travel partner of the Champions League and has conducted research into the habits of football fans when they travel to watch their teams play in European competition.

According to, a quarter of British football fans said they don’t consider themselves to be cultured at all, while three quarters said they wouldn’t visit an art gallery when they head overseas, compared with 43% who said they went to a pub or bar on their last European away trip.

More than half (55%) say they try to find food that originates from their own country rather than sampling the local cuisine, while 20% admitted to not knowing which city they are in, as they’re only there to watch the football, and 11% said they never attempt to speak the local language.


In its campaign with Cantona, the former Manchester United star offers his unique take on a tour of Madrid ahead of the Champions League final on 1st June.

Adam Jay, President of the brand, said: “Away football fans are some of the most passionate in the world, but we know that not everyone takes the opportunity to fully enjoy their host city. As a travel brand, we want to change that and who better to show you how to be the perfect travelling fan than a cultural icon like Eric Cantona?”