12 Jan 2022

By: Sport Industry Group

Legendary striker Eric Cantona has teamed up with travel start-up Dharma to launch Looking FC, which offers a range of trips tailored for passionate football fans.

Through Looking FC, fans can experience various cities and destinations worldwide through their football communities.

Based on the Looking For documentary series produced by Cantona and his brothers at Canto Bros Production, each four-day trip is uniquely crafted by the former France national team forward himself.

The trips all culminate with a game-day experience among the fans at an iconic stadium for a big league or UEFA Champions League match. Ahead of the games, the trips will feature unique experiences such as fan chant workshops, street art walks with historians, and tactical briefings with leading football journalists. 

I love the kind of football that makes your heart pound and the stadium shake,” said Cantona, the former Manchester United FC and Leeds United FC forward.

“Our idea was to create the most passionate football trips on Earth, with charisma and soul. Everything today is optimised for price – we wanted to optimise for passion.”

The nine clubs and destinations to be featured in the first season will include Manchester United FC and Liverpool FC in the UK, as well as Boca Juniors in Buenos Aires, Argentina; FC Internazionale in Milan, Italy; Real Madrid CF and FC Barcelona in Spain; Paris Saint-Germain FC in France; Sporting CP in Lisbon, Portugal; and Raja CA in Casablanca, Morocco.

Each signature itinerary is designed for groups, but is also bookable privately for friends and families.

“If you are a Manchester United fan, watching a game at Old Trafford is a dream. But that’s only one part of the story,” Cantona added.

“Have you heard of FC United and what they stand for? Do you know the chants of Stretford End? Beyond its artistic beauty, do you know the significance of the Marcus Rashford mural to the local community?

“This is the essence of football, whether you are in Liverpool, Buenos Aires, or Casablanca. These trips are for those who still believe in passion and want to go deeper into their love of football.”

Looking FC has also announced a first-of-its-kind partnership with Common Goal, donating 1% of its revenue to supporting the UN’s Sustainable Development Goals Initiative. Each trip is built with an emphasis on supporting local businesses and the carbon footprints of all trips are offset through the Thrust Carbon initiative. 

Dharma is backed by the likes of Pernod Ricard and Loop, the global marketing agency for Red Bull and Porsche.