The Maldives Marketing and Public Relations Corporation (MMPRC), also known as Visit Maldives, has announced an exciting and high-impact partnership with Liverpool Football Club (LFC). This collaboration positions the Maldives as the Official Tourist Destination Partner of one of the world’s most renowned football clubs, aiming to significantly enhance the Maldives’ global appeal and attract high-value travelers.
The partnership will officially launch on April 2nd during Liverpool FC’s match against Everton, with the Maldives prominently featured on the LED boards at Anfield Stadium. This strategic alliance is expected to boost the Maldives’ tourism industry by increasing global visibility and driving economic growth. By leveraging LFC’s massive global audience, Visit Maldives aims to draw over 100,000 additional tourists in 2025, potentially generating more than $100 million in tourism revenue.
As part of the collaboration, the Maldives will gain extensive brand exposure at Anfield Stadium, including LED signage during Premier League home matches, stadium branding, and promotions in LFC’s official publications. Additionally, billboards across Europe will target key markets, appealing to high-value travelers. With LFC’s global fanbase of 205 million followers, a TV audience exceeding 211 million per season, and 53 million social media followers, the partnership offers a unique opportunity to reach millions of potential visitors. In fact, 22 million LFC fans in Visit Maldives’ key markets are already considering a trip to the Maldives within the next year. Even if only 2% of this audience visits, the partnership will surpass its goals.
The collaboration also includes exciting initiatives like the establishment of a Liverpool Academy in the Maldives, which will strengthen sports tourism and enhance the destination’s branding. Fan zones and interactive activations will be integrated into Visit Maldives’ global events, fairs, and roadshows. Appearances by LFC legends and digital engagement campaigns will further boost awareness and encourage bookings. The partnership is projected to achieve a media reach of over 397 million per season, with an estimated annual media value exceeding $17 million.
This partnership aligns with Visit Maldives’ broader strategy to position the Maldives as a leading luxury and sustainable tourism destination. By tapping into LFC’s global influence, Visit Maldives aims to connect with millions of passionate football fans, inspiring them to choose the Maldives for their next vacation.
“Football and travel both have the power to bring people together and create unforgettable memories. Through this partnership, we hope to inspire millions of fans to experience the Maldives – a place where dreams come true,” said Ibrahim Shiuree, CEO and Managing Director of Visit Maldives.
This landmark collaboration marks a significant step forward for the Maldives’ tourism marketing efforts, solidifying its reputation as a top destination for luxury, adventure, and unparalleled experiences. By combining the allure of world-class football with the Maldives’ natural beauty, this partnership promises to deliver lasting benefits for the nation’s tourism industry.
