Sheffield United, Malta campaign executive recognised at London awards

Sheffield United's 25-year-old marketing manager Sarah Steel collected a prize for finishing second in the 'Barrie Gill Most Promising Young Executive' award.

The awards night brought further acclaim for the partnership between the club and Malta Tourism Authority, as the Visitmalta.com campaign was shortlisted for the 'Sports' and 'First Time' Hollis sponsorship awards.

Over 500 industry figureheads attended the event at the London Marriott Grosvenor Square.

Ms Steel, who is part of the marketing and event team managing the club's Visitmalta.com alliance, was invited on stage by the BBC's Garry Richardson.

"Like football, business is a team game," Ms Steel said on being presented with her award. "While I am very honoured to collect this award, all my colleagues at Sheffield United deserve recognition for the success of our Malta football tourism campaign."

The success of the Visit malta.com sponsorship of Sheffield United has led to the partnership being extended a further two years.

Alex Incorvaja, MTA director for UK and Ireland, said there was disappointment a Hollis Sponsorship award was not clinched but pointed out it was important that the "fantastic" achievement for Malta and Sheffield United to be shortlisted for two categories be acknowledged.

The recognition of Visitmalta.com ahead of so many worldwide brands is a testament that a true partnership can win over larger size marketing budgets, Mr Incorvaja said.

Sheffield United is one of the best supported teams in the Coca Cola Championship, backing the MTA's decision to use the popularity of football as an innovative platform to increase tourism to Malta. Having reached last year's play-off final at Wembley, the Blades' finale to a season-long football tourism campaign featured a successful pre-season tour of Malta themed around 'Football, Fun, Music and Sun'.

Mike Farnan, Sheffield United executive director, said: "For Sheffield United and the MTA to have such a high presence at a prestigious occasion is a tribute to everyone involved with the Visitmalta.com affiliation. This reflects the support Sheffield United has enjoyed from Malta's Parliamentary Secretary for Tourism Mario de Marco, MTA chief executive Josef Formosa Gauci and the Maltese people."