Sheffield United and Malta gain fans from the world of business

Sheffield United's 25-year-old marketing manager, Sarah Steel, recently collected a prize for finishing second in the "Barrie Gill Most Promising Young Executive" award. The event marked further acclaim for the partnership between Sheffield United and the Malta Tourism Authority with the visitMALTA.com campaign shortlisted for the Sports and First Time Hollis Sponsorship Awards.

Over 500 industry figureheads attended the glamorous awards ceremony, which were held at the London Marriott Grosvenor Square. Ms Steel, who is part of a strong marketing and event team managing the club's visitMALTA.com alliance, was invited on stage by BBC's Garry Richardson to collect her award.

Ms Steel said: "Like football, business is a team game. While I am very honoured to collect this award, all my colleagues at Sheffield United deserve recognition for the success of our Malta football tourism campaign."

The success of the visitMALTA.com sponsorship of Sheffield United has led to the partnership being extended a further two years.

Alex Incorvaja, MTA director for the UK and Ireland, said: "While we are disappointed not to have collected a Hollis Sponsorship award, it is important that we recognise what a fantastic achievement it has been for Malta and Sheffield United to be shortlisted for two categories. The fact that visitMALTA.com has been recognised ahead of so many worldwide brands is a testament that a true partnership can win over larger size marketing budgets."

Sheffield United is one of the best supported teams in the Coca Cola Championship, backing the MTA's decision to utilise the popularity of football as an innovative platform to increase tourism to Malta. Having reached last year's play-off final at Wembley, the Blades' finale to a season long football tourism campaign featured a highly successful pre-season tour of Malta themed around "Football, Fun, Music and Sun".

Mike Farnan, Sheffield United executive director, commented: "For Sheffield United and the MTA to have such a high presence at such a prestigious occasion is a tribute to everyone involved with the visitMALTA.com affiliation. This reflects the support Sheffield United has enjoyed from Malta's Parliamentary Secretary for Tourism, the Environment and Culture Mario de Marco, MTA chief executive officer Josef Formosa Gauci and the people of Malta."