Newfoundland and Labrador hopes to attract new immigrants from England by partnering with a UK soccer team that will display ads for the province on the team’s jerseys.
“This partnership builds on Newfoundland and Labrador’s expanding presence in the United Kingdom, which has long been a premier source for newcomer recruitment, and throughout the world,” the June 21 release said.
The partnership will cost the province $171,000, which includes jersey branding and digital and physical advertising within the UK.
As part of the partnership, the province will have its name and brand displayed on the front of Barrow AFC’s home and away jerseys.
The team will play 46 regular season games, in addition to cup games across England, wearing the new jerseys, the government release said.
Members of the team were in the province at the end of June to show off the new jerseys.
Barrow AFC captain Niall Canavan, goalkeeper Paul Farman, and strength and conditioning coach Chace Homer helped out at a St. John’s youth soccer training camp on June 22 as part of the agreement.
Newfoundland and Labrador will also be showcased in the EA Sports’ FC 25 video game franchise.
“This exciting new partnership between professional football club Barrow AFC and Newfoundland and Labrador allows the province to take part in the world’s game and be showcased worldwide,” Mr. Byrne said in the release. “The truly global audience that professional English football has achieved will allow Newfoundland and Labrador to be promoted and featured to millions of viewers as a welcoming place to live and work on an incredible level.”
Barrow AFC was founded in 1901 and is now in its fifth consecutive season in the English Football League. The team gets about four million views a month on X, according to the government release.
The PC Party of Newfoundland has criticized the deal, characterizing it as a waste of money.
