League Two side Barrow partnered with the government of the Canadian provinces of Newfoundland and Labrador in 2024 to promote English tourism to the Canadian region. The deal was mutually beneficial, as for Barrow, it included paid-for trips for players to promote grassroots football in the region and increased North American visibility. For the territory, they were seen on the world stage as Barrow played Chelsea in a pre-season friendly. A very unique sponsor-club partnership.