An unusual advertising deal paid off for Newfoundland and Labrador as a small northern England soccer club wearing the province's name on their jerseys faced off Tuesday against one of the best-known teams on the planet.
The province is sponsoring the Barrow AFC soccer team, a fourth-tier outfit from Barrow-in-Furness whose banner year earned them a match against top-tier titans Chelsea FC in the race for the English Football League cup.
The Barrow team hit the pitch Tuesday in jerseys emblazoned with Newfoundland and Labrador's name and website, visible to more than 38,000 fans in Chelsea's home stadium in North London, and countless others who tuned in to watch streams and broadcasts from major networks.
"Chelsea are one of the biggest Premier League clubs in England, which basically means they're one of the biggest football clubs in the entire globe," said Ethan Thatcher, Barrow AFC's media manager. "For Barrow to play them, it was a very surreal experience."
Newfoundland and Labrador is home to about 530,000 people, and its $171,000 sponsorship of the Barrow club is aimed at attracting more skilled workers to the province, such as doctors, nurses and social workers, said Immigration Minister Sarah Stoodley.
England tightened its immigration laws last year, making it harder for newcomers to obtain work visas and to bring their family to the U.K., she noted. Newfoundland and Labrador is hoping to catch the attention of those workers who may now be looking for a new place to live.
Beneath the province's name on Barrow AFC's yellow-and-black jerseys is the province's HomeAwaits.ca site, which offers information about moving to Newfoundland and Labrador alongside photos of its rugged coastlines and capital city.
The site gets about 50,000 visitors every day, Stoodley said. That figure jumped by about 1,200 after the Barrow AFC players hit the pitch on Tuesday. More than half of those new visitors got there by typing the address directly into their browser.
British media have also written about the jerseys, Stoodley added.
"If we had spent that money on Facebook ads, we wouldn't have gotten the buzz and the the two BBC articles, which I really believe are also helping to achieve the goal of raising Newfoundland and Labrador's profile," she said in an interview from England.
The soccer team has also seen returns on the sponsorship. Fans love the jerseys. They sell out "straight away" after every new batch arrives, Thatcher said.
Barrow AFC lost Tuesday's match against Chelsea with a score of 5-0, but Thatcher says they've still got a league championship ahead of them, which they plan to win — all while wearing their Newfoundland and Labrador shirts.
"Our fans have really picked up on the sponsorship," he said. "We're selling merchandise which has the Maple Leaf or has Newfoundland and Labrador's name on it. It's … such an unusual but a great sponsorship."
The team's posts on the X platform unveiling the jerseys got nearly one million views in just the first week they were displayed, he added.
"That doesn't happen for a team like Barrow," he said. "It shows not just the eyes of Barrow-in-Furness, but certainly the world's eyes were on our kit, which had a big thing to do with, obviously, the sponsors Newfoundland and Labrador."
He said he's not sure if the campaign has successfully lured any soccer fans across the Atlantic, but he visited Newfoundland and Labrador with three other Barrow AFC members for the uniform launch, and he hopes to return.
With files from The Associated Press
This report by The Canadian Press was first published Sept. 25, 2024
Prime Minister Justin Trudeau has survived his first confidence vote of the fall sitting. Members of Parliament voted on Conservative Leader Pierre Poilievre's attempt to bring down the Liberal government after question period on Wednesday, and the non-confidence motion was defeated.
Foreign Affairs Minister Mélanie Joly says she will meet with Lebanon's prime minister in New York on Saturday amid the escalating conflict between Israel and militant group Hezbollah in southern Lebanon.
A man who "systematically isolated, manipulated, deceived, abused, and exploited" an elderly North Vancouver woman has lost his ownership stake in her home.
With a confidence vote looming, debate in the House of Commons devolved on Wednesday into a heated exchange of accusations, seeing Prime Minister Justin Trudeau suggest Conservative MPs made 'casual homophobic comments.'
Ontario Premier Doug Ford says he wants to build a tunnel under Highway 401 that would stretch from Brampton to Scarborough.
A major yogurt maker is recalling one of its brands in Canada over concerns that it may cause illness in immunocompromised people.
Pope Francis took the unusual decision Wednesday to expel 10 people – a bishop, priests and laypeople -- from a troubled Catholic movement in Peru after a Vatican investigation uncovered 'sadistic' abuses of power, authority and spirituality.
GRAPHIC WARNING: A woman accusing Jacob Hoggard of sexual assault in northern Ontario told his trial the musician raped, hit and choked her before urinating on her in a hotel room after she attended his band's concert and an after-party eight years ago.
Careful listeners of Mozart may notice an unfamiliar melody attributed to his childhood works in their streaming feeds this week.
One person was shot and another was bear-sprayed in Maple Ridge, B.C., this week, during what the RCMP has described as a "suspicious occurrence."
The agency that investigates cases of death and serious harm related to police in B.C. has been called to Abbotsford.
The Transportation Safety Board says a helicopter pilot killed in a crash in British Columbia almost two years ago was sick in the days leading up to the accident and reported "shivering uncontrollably" before the aircraft went down.
Ontario Premier Doug Ford says he wants to build a tunnel under Highway 401 that would stretch from Brampton to Scarborough.
Police have arrested one suspect and are looking for two others in connection with a rash of thefts in which thieves gained access to moving tractor trailers and stole more than $2.2 million in merchandise while the vehicles were stopped at red lights.
The union representing some elementary teachers in Toronto says Premier Doug Ford’s comments about a field trip highlighting the challenges facing a northern Ontario First Nation, which ended with students chanting pro-Palestinian slogans, are taking away from the plight of the impacted Indigenous Peoples.
A suspect who died while in police custody earlier this month was unarmed when he was tackled and punched by a group of Calgary officers, the province's police watchdog said Wednesday.
Prime Minister Justin Trudeau has survived his first confidence vote of the fall sitting. Members of Parliament voted on Conservative Leader Pierre Poilievre's attempt to bring down the Liberal government after question period on Wednesday, and the non-confidence motion was defeated.
Police seized more than $500,000 worth of cocaine and methamphetamine from a Calgary home during a recent search.
Newly revealed documents suggest officials focused on public scrutiny in its decision to mandate workers back to the office, despite many workers reporting they feel more productive working from home.
As residents prepare for the city of Ottawa's new curbside garbage policy, one resident is taking matters into her own hands when it comes to the hunt for a 140-litre bin.
Prime Minister Justin Trudeau has survived his first confidence vote of the fall sitting. Members of Parliament voted on Conservative Leader Pierre Poilievre's attempt to bring down the Liberal government after question period on Wednesday, and the non-confidence motion was defeated.
The City of Montreal is promising to rapidly change a bylaw to protect entertainment venues and bars from noise complaints, after a court ordered a beloved music hall to pipe down.
Even before the sun rose on Wednesday morning, the only bridge in and out of Ile Bizard was backed up both ways. The world’s top golfers are teeing off at the Presidents Cup this week. But the tournament is already causing chaos on the island, with commuters trapped in traffic, school drop-offs, and major deliveries disrupted.
The opposition tried unsuccessfully on Wednesday to find out more about the state of public funds invested in Northvolt.
A giant skull from a rare dinosaur that's about the size of a baby elephant is being excavated in northern Alberta.
Charges have been laid in an incident that seriously injured a man at a shelter south of Edmonton last month.
A new report says increasing Indigenous participation in Alberta's labour market could boost the province's GDP by between two and three percentage points, the equivalent of $8 billion to $11 billion annually.
Ottawa has finalized a $500-million bailout to help Nova Scotia Power keep rates from skyrocketing due to delivery delays of Muskrat Falls electricity.
Lobster harvesters from the Maritimes walked out of a meeting with Fisheries and Oceans Canada (DFO) Tuesday after officials allegedly refused to discuss what harvesters say is illegal fishing that has been taking place out of season since August.
Wayne MacKay is still playing basketball twice at Mount Allison University at 87 years old.
Three people are dead and one person is seriously injured after a two-vehicle collision on a Manitoba roadway.
The Manitoba government and an advocacy group representing First Nations have started the process of hiring workers to help search a landfill for the remains of two victims of a serial killer.
A new monument honouring the victims of a plane crash in Winnipeg in 1972 was unveiled Wednesday afternoon.
Minister of Education Jeremy Cockrill is facing a second investigation by the province's Conflict of Interest Commissioner (COIC) – this time concerning investments into helium companies that have held government contracts.
In a human trafficking trial Tuesday, a Bangladeshi woman says she was sexually assaulted nearly two years ago during her time working at a small-town Saskatchewan restaurant.
RCMP and File Hills Police Service say a man has been charged with second degree murder in relation to a suspicious death on Okanese First Nation early Tuesday morning.
The Brant County Health Unit (BCHU) says it has its first case this year of suspected human exposure to an animal with rabies after a person was believed to be bit by a bat.
Newlyweds claim the company they hired to take their wedding photos and videos took off with their precious memories – and their money.
Blain Snell, 30, is wanted on drug, possessing stolen property, imitation firearm and failure to comply charges.
In a human trafficking trial Tuesday, a Bangladeshi woman says she was sexually assaulted nearly two years ago during her time working at a small-town Saskatchewan restaurant.
A Canadian school photography company says it was hit by a ransomware attack that held about 3,500 photos of students in several Saskatchewan school divisions hostage, among others across the country.
Minister of Education Jeremy Cockrill is facing a second investigation by the province's Conflict of Interest Commissioner (COIC) – this time concerning investments into helium companies that have held government contracts.
GRAPHIC WARNING: A woman accusing Jacob Hoggard of sexual assault in northern Ontario told his trial the musician raped, hit and choked her before urinating on her in a hotel room after she attended his band's concert and an after-party eight years ago.
Raids of two residences in Cochrane on Tuesday yielded $25,000 in illegal drugs, firearms and $3,500 in cash.
A 25-year-old suspect was charged with impaired driving Sept. 21 after police spotted two people without helmets on an ATV on Sand Bay Road in Goulais River.
Thousands of Western University alumni are expected arrive in London in the coming days for this weekend’s 75th annual homecoming.
A statement from the province said Musyj will work closely with LHSC senior leadership and staff to address concerns regarding hospital governance and operations, and management practices, including concerning financial performance, that were found as a result of a third-party review.
The Special Investigations Unit (SIU) is investigating after they were notified of an incident between London police and a woman that happened Tuesday afternoon.
A bizarre discovery was made on a dirt road in Clearview Township.
Police in Barrie have one person in custody following an incident near St. Joseph's Catholic High School.
This week marks the opening of a new road in Barrie's south end, which is anticipated to help ease traffic congestion.
After University of Windsor President Robert Gordon’s retirement announcement, the Ontario Centre for Israel and Jewish Affairs (CIJA) has reacted.
Prime Minister Justin Trudeau has survived his first confidence vote of the fall sitting. Members of Parliament voted on Conservative Leader Pierre Poilievre's attempt to bring down the Liberal government after question period on Wednesday, and the non-confidence motion was defeated.
Windsor Police have arrested a 22-year-old man after he allegedly pointed a realistic airsoft gun at another person.
A series of atmospheric rivers has been moving across British Columbia's north and central coasts and spreading into the Interior.
British Columbia's New Democrats have unveiled a plan that Leader David Eby says will help middle-income families purchase a home by financing 40 per cent of the price.
Mounties say two men and two women were charged with more than two dozen drug and weapons offences this summer following a year-long investigation into a Metro Vancouver drug-trafficking ring.
A pair of runaway pigs are in the custody of an animal sanctuary in the Okanagan after evading police and volunteers for hours earlier this week.
The Red Bridge, a historic landmark in Kamloops, B.C., was completely destroyed by fire early Thursday morning.
Animal protection officers in British Columbia have rescued three pit bulls – including one that gave birth to 10 puppies – from a rat-infested home in Kelowna.
Dozens of police officers and support workers have come to Lethbridge for the Social Disorder and Urban Crime Conference.
Police are looking to the public for help after thieves broke into a Lethbridge ice creamery, stealing from the store.
To make higher education an easier step to take for Indigenous students, the University of Lethbridge is dropping some fees for those applicants.
Mike Brown, who served as the MPP for Algoma-Manitoulin for 24 years, died last week in Cookstown, Ont.
Unless there is more funding from the province, the Sault Area Hospital is expected to finish the year with a budget deficit of more than $20 million.
A northern Ontario woman in her first term as mayor of Timmins has given birth to her second child.
A soccer game in England on Tuesday night drove a spike in online traffic across the Atlantic to a website launched by the Newfoundland and Labrador government.
Newfoundland and Labrador sponsored a minor football team in England, now they’re about to play one of the biggest clubs in European soccer.
Newfoundland and Labrador's chief medical officer is monitoring the rise of whooping cough infections across the province as cases of the highly contagious disease continue to grow across Canada.
An Indigenous artist has a buyer-beware warning ahead of Sept. 30, the National Day for Truth and Reconciliation.
Police are looking to the public for help after thieves broke into a Lethbridge ice creamery, stealing from the store.
An ordinary day on the job delivering mail in East Elmwood quickly turned dramatic for Canada Post letter carrier Jared Plourde. A woman on his route was calling out in distress.
Fire has destroyed a barn and 17,000 plants at a family-owned business in Lower Coverdale, N.B.
Before influencers on social media, Canada’s Jeanne Beker was bringing the world of high fashion down to earth and as Calgary’s Glenbow Museum gets a major make-over, it will include a new exhibition showcasing the pop culture icon.
A sea lion swam free after a rescue team disentangled it near Vancouver Island earlier this week.
A Nova Scotian YouTuber has launched a mini-truck bookmobile.
Cole Haas is more than just an avid fan of the F.W. Johnson Wildcats football team. He's a fixture on the sidelines, a source of encouragement, and a beloved member of the team.
Getting a photograph of a rainbow? Common. Getting a photo of a lightning strike? Rare. Getting a photo of both at the same time? Extremely rare, but it happened to a Manitoba photographer this week.
Prime Minister Justin Trudeau has survived his first confidence vote of the fall sitting. Members of Parliament voted on Conservative Leader Pierre Poilievre's attempt to bring down the Liberal government after question period on Wednesday, and the non-confidence motion was defeated.
With a confidence vote looming, debate in the House of Commons devolved on Wednesday into a heated exchange of accusations, seeing Prime Minister Justin Trudeau suggest Conservative MPs made 'casual homophobic comments.'
Foreign Affairs Minister Mélanie Joly says she will meet with Lebanon's prime minister in New York on Saturday amid the escalating conflict between Israel and militant group Hezbollah in southern Lebanon.
A major yogurt maker is recalling one of its brands in Canada over concerns that it may cause illness in immunocompromised people.
A 20-second session of self-compassionate touch reduced stress, increased kindness to participants and improved mental well-being, according to a recent study.
A team at the University of Waterloo are developing a process to 3D-print bones, which could dramatically improve the quality of life for cancer and trauma patients.
OpenAI Chief Technology Officer Mira Murati — who has been instrumental in the development of ChatGPT and the artificial intelligence image generator Dall-E — said Wednesday she is leaving the company.
The carbon fibre hull of the experimental submersible that imploded en route to the wreckage of the Titanic had imperfections dating to the manufacturing process and behaved differently after a loud bang was heard on one of the dives the year before the tragedy, an engineer with the National Transportation Safety Board said Wednesday.
A Canadian school photography company says it was hit by a ransomware attack that held about 3,500 photos of students in several Saskatchewan school divisions hostage, among others across the country.
One of Sean 'Diddy' Combs' biggest critics has announced he has a docuseries coming about the embroiled producer’s legal issues. Rapper and actor 50 Cent shared on social media Wednesday a Variety report that states his project about Combs has found a home at Netflix.
GRAPHIC WARNING: A woman accusing Jacob Hoggard of sexual assault in northern Ontario told his trial the musician raped, hit and choked her before urinating on her in a hotel room after she attended his band's concert and an after-party eight years ago.
Reese Witherspoon announced in a video posted to Instagram that the search is on to cast the coveted role of a high school-aged Woods for the upcoming Prime Video series "Elle," the famed pink-clad character that Witherspoon originated in the 2001 classic.
Ottawa has finalized a $500-million bailout to help Nova Scotia Power keep rates from skyrocketing due to delivery delays of Muskrat Falls electricity.
Interested in owning Alex Jones' conspiracy theory empire, Infowars? Its parent company, Free Speech Systems, is now officially up for sale following the approval of a Texas bankruptcy judge on Tuesday.
Mortgage rule changes allow easier entry into the housing market with lower monthly payments, but also an increased cost of repaying a mortgage.
From cellphone 'hotels' to patchwork policies to recalibrating lesson plans, teachers and schools across Canada are learning to navigate a classroom without cellphones.
An ordinary day on the job delivering mail in East Elmwood quickly turned dramatic for Canada Post letter carrier Jared Plourde. A woman on his route was calling out in distress.
The Newcomers Football Club, an impromptu team made up of asylum-seekers, has helped provide Boubacar Lukaku and others with a joy that erases their stress. And it's helped connect them with a supportive community as they navigate the challenges of a new country.
Brett Favre was diagnosed with Parkinson's disease in January after he began having trouble using his right arm and was unable to hold a screwdriver steady.
A soccer game in England on Tuesday night drove a spike in online traffic across the Atlantic to a website launched by the Newfoundland and Labrador government.
NHL star forward Claude Giroux had his car stolen in Ottawa on Tuesday evening, his wife says.
A bizarre discovery was made on a dirt road in Clearview Township.
Ontario Premier Doug Ford says he wants to build a tunnel under Highway 401 that would stretch from Brampton to Scarborough.
NHL star forward Claude Giroux had his car stolen in Ottawa on Tuesday evening, his wife says.
The Shopping Trends team is independent of the journalists at Â鶹´«Ã½. We may earn a commission when you use our links to shop. Read about us.
