The sport division of Tui Travel’s specialist and activity sector has taken a majority stake in a Danish sports operator.
The acquisition of 85% in Travel Sense, which runs football tours and trips to the Olympics and NFLin the US, has been made for an undisclosed sum.
The existing management team will remain with the business, which was established eight years ago, Tui said.
Specialist and activity sector chief executive Darren Mee said the deal will allow the company to accelerate its growth in the Danish sports market, where it started selling packages for this year’s World Cup.
“The characteristics of the market are similar to the UK and there will be an immediate overlap on the sport product range that we can both benefit from,” he added.
Travel Sense managing director Henrik Elmholdt said it was “exciting for us to be part of a group which is committed to this segment of the market”.