BLUE-CHIP sponsors will back the city’s first international boat festival in a move which will reach millions of potential visitors.

Guinness, Virgin Trains and Eastern Airways have thrown their combined marketing muscle behind Liverpool Boat Show 2011.

Organisers said the travel sponsors alone will promote the boat show to more than 8m people on their databases.

Both Virgin Trains, owned by Sir Richard Branson, and Humberside-based Eastern Airways will also tailor travel packages for the 10-day event on Liverpool’s historic waterfront.

Irish stout brand Guinness will bring its legendary “Guinness Bar” to the event, which organisers are already calling a “hospitality highlight”.

More than 400,000 visitors are expected to descend on the city for the show, which takes place from April 29 to May 8 next year, but organisers believe the new sponsors will boost that figure even further.

Rob Mackenzie, managing director of organisers Marine Industry Events, said: “The travel agreements with Virgin Trains and Eastern Airways mean exhibitors and visitors will be able to travel from the south coast of England, and from the London area, at their convenience for very competitive rates.

“Virgin’s London-to-Liverpool service takes just two hours, while Eastern Airways gets people from Southampton to Liverpool John Lennon Airport in under an hour.”

The Guinness brand is owned by drinks giant Diageo.

Diageo event manager Matt Parsons said: “We are delighted to bring the Guinness Bar to Liverpool.Š