German travel and tourism company TUI (Touristik Union International) has announced its new strategic sponsorship of a marathon in Mallorca, Spain.

The agreement covers the 2024, 2025 and 2026 editions and aims to re-inforce TUI’s commitment to the Balearic Islands, with more than two million TUI customers expected to visit during 2024.

2024’s TUI Palma Marathon Mallorca is the first international sporting event to be held under the TUI brand.

It introduces a new global approach to sports sponsorship, seeking to leverage the alignment between travel, TUI’s brand and its customers’ wishes, and the sports offerings available in TUI’s hotels and clubs around the world.

The TUI Group’s hotel brands, including Robinson, TUI Magic Life, RIU and TUI BLUE, offer extensive sports facilities, including over one thousand sports, tennis and football courts and personal training options.

Sports tourists are known for higher budgets than the average international or domestic traveller as they aim to enhance their overall sports and tourism experience and create lasting memories.

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TUI Group CEO Sebastian Ebel commented: “This sponsorship initiative will support TUI’s growth through the strong combination of sports and travel, and the additional visibility of an internationally successful sports event.”

In late 2023, TUI BLUE signed 13 management and franchise agreements with international partners as part of the hotel brand’s expansion strategy.