The deal will allow the promotion of Israel on 450 high definition LCD billboards around the pitch at the Premiership club’s new London-based Emirates Stadium, whose naming rights were bought by Emirates airlines for around £3 million a year. News sources added that the Israel tourism authority will run banner ads on the Arsenal web site when the deal begins at the start of the next football season, six months from now. Israel will likewise become Arsenal’s official and exclusive travel destination as specified in the contract.

Through the deal, Israel will gain wide exposure to millions of football fans worldwide. A spokesman for the Israeli tourism ministry was quoted by one news source as saying “the purpose is to broaden Israel’s appeal to sun and fun-seekers.” Around 2 million tourists are expected to be drawn to Israel after the promotional deal has been carried out.