Tourism body VisitBritain has teamed up with the FA Premier League to promote Britain as a tourist destination and boost international visitor numbers.

The deal includes dedicated pitch-side advertising space at FA Barclaycard Premiership matches, effective from 24 September to the beginning of next year.

According to tourism minister James Purnell, overseas television broadcasts of matches have a global home reach of more than 600 million people across 195 countries and would be an ideal vehicle to draw potential visitors to the VisitBritain website.

VisitBritain chief executive Tom Wright said: “In a year when Britain’s sporting heritage has been celebrated by winning the Olympic Games and the Ashes, it is a great opportunity to remind football fans that this is the home of the beautiful game.

“Given the tougher tourism climate, this is another powerful marketing activity to bring many more overseas visitors to Britain in 2005 and beyond.”

James Purnell added: “I am delighted to see this new partnership between the public and private sectors in sport and tourism, as we prepare to welcome the sporting world in 2012 for the Olympic Games.” Details: www.visitbritain.com