French football legend Eric Cantona has joined forces with hotels.com to urge British football fans to be more cultured when they hit Madrid ahead of the UEFA Champions League Final this weekend.
He is calling on Liverpool and Tottenham Hotspur fans to swerve Irish bars and fast food joints and mingle with the locals.
He also appealed to travelling fans to sample the regional cuisine and even switch pubs for art galleries.
It comes following Hotels.com research which shows a quarter of football fans don’t consider themselves to be cultured.
And more than half (55%) don’t even bother trying the local cuisine when abroad.
"It’s time to open your eyes and experience the beauty of the places you are visiting when you follow your team," said Cantona.
"Hotels.com and I believe that travelling abroad can be an even more rewarding experience if you really embrace the local culture and everything it has to offer.
"Learn the language, drink in the culture, meet the local people and become the perfect travelling fan."
Hotels.com recommended trying pig’s ears, one of the local dishes in Madrid.
Grilled until they’re crispy, they are typically served with a side of spicy bravas sauce and a wedge of lemon, as well as a customary cold beer.
Adam Jay, president of Hotels.com said: "Away football fans are some of the most passionate in the world, but we know that not everyone takes the opportunity to fully enjoy their host city.
"As a travel brand, we want to change that and who better to show you how to be the perfect travelling fan than a cultural icon like Eric Cantona?"
