Eric Cantona revealed today that he is launching a travel brand in partnership with DHARMA, the disruptive startup that builds travel brands for the passion economy.
Eric Cantona commented: “Our idea was to create the most passionate football trips on earth, with charisma and soul. Everything today is optimised for price – we wanted to optimise for passion.”
Looking FC (www.lookingfc.com) 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.
“We believe the future of travel will be driven by passion, not geography. As people re-assign their identities to online communities, the need for IRL connection with like-minded people will only grow – that is the space DHARMA’s travel-brand-as-a-service model is pioneering. Our value proposition is unique in that it blends online SaaS technology with automated tour operations, empowering iconic people and brands to not only monetize their network through travel but also create differentiation through the ultimate brand equity play: transformative experiences.” said Charaf El Mansouri, CEO and co-founder at DHARMA.
DHARMA was one of the first startups accepted into Mubadala’s Hub71 program, with the founding team relocating to Abu Dhabi from New York and Marrakech.
DHARMA is a remote-native team with backgrounds in some of the most exciting tech and travel companies on earth such as Uber, Airbnb, Equinox, Butterfield & Robinson, and G Adventures. The company has announced raising a total of $3.5M over the past year backed by leading investors in the hospitality and passion economy space.
