The Israeli tourism ministry this week signed a 350,000 pound (around 515,000 euros) sponsorship deal with Arsenal FC, one of the UK’s most succesful football clubs.

The contract, announced at a press conference held at the David Intercontinental hotel in Tel Aviv on Sunday, makes Israel the "official and exclusive travel destination" of Arsenal FC.

The club is to move to a new stadium at the start of the next season in August this year, and the deal will see Israel advertised as a holiday opportunity on electronic boards around the pitch as well as on 450 LCD screens throughout the complex and on the club’s official website.

Very delighted

"We’re very, very delighted to be able to announce this relationship," said Keith Edelman, Managing Director of Arsenal. "We think football is a great product, and we think football will assist the Israeli tourist board in making Israel a destination that is more popular."

Edelman had made the trip to Israel to ink the deal alongside Uzi Gafni, director of the London Israeli tourist office.

The new arena where Arsenal will play is to be named the Emirates Stadium, after the airline of the United Arab Emirates who are sponsoring the project.

Alllaying fears that the Arab company could have a problem with Israel becoming an official partner of the London team, Edelman insisted he had discussed the proposal with Emirates represenatatives and they gave it the ok.

"Before we strike any deal, we discuss it with all our partners," Edelman said. "This was the situation here as well."

"The new stadium will provide a great setting for the promotion of Israel. We’re very happy about this relationship and we hope, and we know we can work very well with the Israelis."

Fun and sun

’Tourism Minister Avraham Hirchson, was present at the signing and spoke of how he hoped the two-year contract will help increase the number of tourists to Israel by 2 million.

"We are the largest club in London and have 30 million fans around the world. We are in the forefront of the anti-racism campaign in England and have an excellent brand that can promote any product," Edelman said.

Tourism to the holyland has steadily increased over the last year since a relative lull in violence between Israelis and Arabs.

"The purpose is to broaden Israel’s appeal to sun and fun seekers," ministry spokesperson Jonathan Pulik said.

Arsenal is one of the most succesful English football teams having won the Premier League title three times since the relaunch of the league in 1992.

The club’s league matches are broadcast to more than 190 countries providing Israel with an international advertising audience.

It is currently competing in the European Champions league and holds a 1-0 advantage over the "Galacticos" of Real Madrid after the first game of the 2-leg tie.

However all is not completely rosy at Highbury, the ground were Arsenal will play till the end of this season. The team has struggled with its away form and again lost on Saturday at Blackburn Rovers leaving the team languising in seventh place, five points and three places behind rivals Tottenham.

If they finish in this position Arsenal will not qualify to play in European competition next season, something that will be a significant blow to advertisers including Israel.