By Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) is proud to announce a high-impact strategic partnership with Liverpool Football Club (LFC), positioning the Maldives as the Official Tourist Destination Partner of one of the world’s most iconic football clubs. This collaboration will significantly elevate the Maldives’ global visibility, attract high-value travellers, and drive substantial economic benefits for the nation’s tourism industry. The partnership will be officially unveiled on April 2nd during the Liverpool FC match against Everton, displayed prominently on the Anfield Stadium LED boards.
Through this partnership, Visit Maldives will gain unparalleled exposure to LFC’s extensive global audience, utilising the club’s influence to attract more visitors to the Maldives. The collaboration is projected to bring over 100,000 additional tourists to the Maldives in 2025, generating an estimated $100+ million in tourism revenue.
As part of this partnership, the Maldives will enjoy brand visibility at Anfield Stadium, with LED signage during Premier League home matches, branding across the stadium, and promotion in LFC’s official publications. Additionally, billboards across Europe in collaboration with LFC will target high-value travellers in key markets. LFC’s global audience presents a significant opportunity, with 205 million followers worldwide, a TV audience of over 211 million per season, and 53 million social and digital followers. In Visit Maldives’ key markets alone, 22 million LFC fans are considering traveling to the Maldives within the next 12 months. Even if just 2% of this audience visits, the partnership will exceed its targets.
The partnership also includes high-value activations such as the establishment of a Liverpool Academy in the Maldives, strengthening sports tourism and enhancing destination branding. Fan zones and activations will be integrated into Visit Maldives’ global events, fairs, and roadshows, while appearances by LFC legends and digital engagement campaigns
will further drive awareness and bookings. The projected media reach is expected to surpass 397 million per season, with a media value exceeding $17 million annually through premium branding, promotions, and direct engagement.
This collaboration aligns with Visit Maldives’ strategic vision to position the country as a leading luxury and sustainable tourism destination. LFC’s global influence will allow Visit Maldives aims to connect with millions of passionate football fans worldwide, inspiring them to choose the Maldives for their next getaway.
“Football and travel bring people together, creating unforgettable moments. Through this partnership, we aim to inspire millions of fans to experience the Maldives – a destination where dreams become reality,” said Ibrahim Shiuree, CEO & MD of Visit Maldives.
The partnership marks a significant milestone in Maldives’ tourism marketing, reinforcing its position as the ultimate destination for travellers seeking luxury, adventure, and unparalleled experiences.
