Immersive Travel Brand, Looking FC, Debuts In Partnership With DHARMA 

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Eric Cantona, the sporting legend and former captain of Manchester United, said that he is launching a travel brand in partnership with DHARMA, the disruptive startup that builds travel brands for the passion economy.

Eric Cantona said, “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 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.

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“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 monetise 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 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 $3.5 million over the past year backed by leading investors in the hospitality and passion economy space.

“Our mission is to connect the world through the power of shared experience. To find one’s dharma is to find one’s purpose, one’s alignment, one’s calling. That’s what travel should be all about, and that is something that resonates with our team, our investors, our hosts, and our guests. We are so excited about the future of travel, with 2022’s Booked GMV already 30x that of 2019, and 6x that of 2021.” said Nisma Benani, CFAO and co-founder.