Visit Florida Renews Jersey Sponsorship With Championship Side Fulham For $1.25M

Visit Florida's logo "remains emblazoned for a second season across the front of uniforms" for London-based Championship side Fulham, according to Jim Turner of the NEWS SERVICE OF FLORIDA. A one-year renewal as the club's sponsor, at a cost of $1.25M, "came without the fanfare that accompanied a deal approved a year ago by Visit Florida, the state's tourism-marketing arm." Last year, the arrangement was described as a "high six figure" deal. The decision to include the price tag on the deal this year "was made after the agency got approval to do so" by club Owner Shahid Khan. Visit Florida CMO Paul Phipps said, "He said, 'If it helps the state, I'm fine with that.' He was willing to give a deal that he wouldn't give to someone else because he thinks that's going to help Jacksonville." Phipps said that the Fulham deal is "part of a wider strategy by Visit Florida to draw more visitors" from the U.K., which is one of Florida's largest int'l markets (NEWS SERVICE OF FLORIDA 8/17).