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ootball Federation Australia (FFA) has announced the New South Wales (NSW) Government’s tourism and major events agency, Destination NSW, has become an official partner for the remainder of the 2019/20 Hyundai A-League season.

The deal will see Destination NSW’s campaign, Love NSW feature in LED and virtual signage at the majority of A-League regular season matches via domestic and international broadcasts.

NSW Minister for jobs, investment, tourism and Western Sydney, Stuart Ayres, said the partnership will see the campaign showcases to a projected broadcast audience of 176 million homes around the world.

“In what has been an incredibly challenging year, the NSW Government is proud to support the return of the Hyundai A-League and use this high-impact opportunity to help our state’s tourism industry to recover,” Ayres said.

“This partnership is a fantastic opportunity for us to promote the unique experiences and attractions NSW has to offer local holidaymakers now and in the future through high-reaching broadcast and social media activity.

“All travellers and businesses must follow the latest health advice to ensure all NSW adventures are COVID-safe,” he said.

FFA CEO, James Johnson, said the partnership shows the success of the FFA’s commercial strategy, even in the midst of a global pandemic.

“Over recent weeks, we have been working with the NSW Government at many levels, through their support and assistance in getting our Hyundai A-League teams to NSW, and on developing this integrated marketing partnership,” Johnson said.

“The fixture to complete the season will see Hyundai A-League matches played across five different NSW venues, in Sydney and in regional areas, and is therefore a great platform to showcase the state of NSW.

“COVID-19 has required sports rightsholders and marketers alike to be agile and look for creative partnerships that adapt to the constantly evolving circumstances our community is facing.

“The condensed nature of the restart to the Hyundai A-League season allows brands to capitalise on the unique media opportunity that our Festival of Football provides, especially for those looking to amplify targeted campaigns.

“We greatly appreciate the support of the NSW Government through Destination NSW for the remainder of the Hyundai A-League season and encourage our fans across the country and the world to #LoveNSW,” he said.

The A-League is set to return to action tonight, with Sydney FC set to play Wellington Phoenix at Netstrata Jubilee Stadium.