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Israel is to be the official tourist destination for north London-based Arsenal Football Club for the next two years as part of a £350,000 deal which will see it being beamed on electronic perimeter boards, Arsenal.com website and team magazine.
The campaign will start in August at the new Arsenal ground, Emirates Stadium named after the Dubai-based Emirates Airline.
"Before we strike any deal, we discuss it with our partners. This was the situation here as well," said Arsenal managing director Keith Edelman.
The deal was signed between Edelman and Israel tourism minister Avraham Hirchson at the David Intercontinental hotel in Tel Aviv.
"We're delighted to be part of this," Edelman added. "We think football is a great product, and we think it will assist Israel becoming a more popular destination."
"Israel will become known as a preferred travel destination among millions of people in Britain, Europe and the world," said tourism minister Avraham Hirchson
Arsenal has had much support over the years from members of the Jewish community, it's shareholders include a number of Jewish businessmen while vice chairman David Dein and managing director Edelman are also Jewish.