A global approach to further strengthen the brand and make it timeless is to focus on sports that are directly linked to the tourist destination. TUI is exclusive distribution partner for the Balearic race for 2024 regarding the Palma Marathon Mallorca.
TUI’s commitment to the Balearic Islands, with over two million TUI customers expected to visit during 2024. The TUI Palma Marathon Mallorca is the first international sporting event to be held under the TUI brand during 2024 and it introduces a new global approach to sports sponsorship, leveraging the natural alignment between travel, TUI’s brand and customers’ wishes, and the sport offerings available in TUI’s hotels and clubs around the world.
The TUI Group’s various hotel brands, including Robinson, TUI Magic Life, Riu and TUI Blue, offer extensive sports facilities, such as over one thousand sports, tennis and football courts, and a variety of personal training options. TUI Cruises vessels also have modern sports facilities and equipment, including dedicated fitness decks.
”This sponsorship initiative will support TUI’s growth through the strong combination of sports and travel, and the additional visibility of an internationally successful sports event” added Sebastian Ebel, TUI Group CEO.
“TUI combines its own airlines, hotels, activities and infrastructure in over 100 countries around the world, as well as an international sales organisation throughout Europe and beyond. The beginning is the marathon in Mallorca, which is the first in a series of running events, with other sports to follow.” Added Magnus Hüttenberend, who is reorganising TUI’s sports sponsorship as part of the Group Corporate & External Affairs team.
The TUI Palma Marathon Mallorca, organised by Kumulus, takes place on October 20th, 2024. The 42km course follows the coastal path near Palma de Mallorca and enters the city centre, with participants passing key architectural landmarks, including the Cathedral, La Llotja and Es Baluard.
