Eric Cantona, the sporting legend and former captain of Manchester United unveiled today that he is launching a travel brand in collaboration with DHARMA, the disruptive travel startup that has previously launched travel brands for iconic people and brands such as Equinox and Culture Trip.
Eric Cantona commented: “Our idea was to create the most passionate football trips on earth, with charisma and soul. Everything today is optimized for price – we wanted to optimize for passion.”
Looking FC, named after the Looking For documentary series produced by Cantona and his brothers (Canto Bros Productions), features 4-day trips uniquely crafted by Cantona himself that take guests on an immersive sporting pilgrimage to explore global football cities through the lens of the world’s most vibrant clubs and their loyal fans. Trips culminate with a Game Day experience seated in the passion sections of iconic stadiums for big League and Champions League matches. In addition to the big game, trips feature unique experiences such as fan chant workshops with superfans, sports-themed graffiti walking tours with local historians, and tactics briefings with leading journalists.
Manchester (United), Buenos Aires (Boca), Liverpool (Liverpool), Milan (Inter), Madrid (Real Madrid), Barcelona (Barca), Paris (PSG), Lisbon (Sporting), and Casablanca (Raja) are the nine trips that will be featured this season, with thrilling fixtures on the calendar including a Liverpool v Manchester United at Anfield, a Real Madrid v FC Barcelona El Clásico at Bernabeu, and a PSG v Marseille Le Classique at the Parc des Princes. Each signature itinerary is designed for groups but is also bookable privately for friends and families.
In line with Cantona’s persona, Looking FC also takes a people, planet, profit approach. It has announced a first-of-its-kind partnership with Common Goal, donating 1% of its revenue to supporting the UN’s Sustainable Development Goals Initiative. Each trip is built with an emphasis on supporting local businesses and all trips are carbon offset through Thrust Carbon.
This game-changing new travel brand is the latest in branded travel experiences pioneered by DHARMA (www.seekdharma.com). Launched in 2018 by travel pioneers Nisma Benani, Charaf El Mansouri, and Leah Howe, DHARMA has worked with Culture Trip, the largest travel media publication in the world, Bitso, a cryptocurrency unicorn, Pernod Ricard, the second largest wine and spirits maker globally, Equinox, the world’s leading luxury fitness brand, and Light Watkins, the meditation instructor for the likes of Prince Harry and Meghan Markle, among its many clients.