The Maldives Marketing and Public Relations Corporation (MMPRC) has announced a groundbreaking partnership with Liverpool Football Club (LFC), making the Maldives the club’s Official Tourist Destination Partner. The high-impact collaboration is expected to significantly boost the Maldives’ global visibility, attract high-value travelers, and drive substantial economic benefits for the nation’s tourism industry.
The official unveiling of the partnership will take place on April 2 during the highly anticipated Liverpool FC vs. Everton match, with promotional materials displayed prominently on the Anfield Stadium LED boards.
The partnership grants the Maldives unparalleled exposure to Liverpool FC’s massive international fanbase. MMPRC projects that the collaboration will bring over 100,000 additional tourists to the Maldives in 2025, generating an estimated USD 100 million in tourism revenue.
Through this initiative, the Maldives will enjoy brand visibility at Anfield Stadium, including LED signage during Premier League home matches, advertising across the stadium, and features in LFC’s official publications.
Furthermore, the partnership will include billboard campaigns across Europe in collaboration with LFC, targeting high-value travelers in key tourism markets. LFC boasts an extensive global audience, including 205 million followers worldwide, a television viewership of over 211 million per season, and 53 million digital and social media followers.
According to MMPRC, among the Maldives’ key target markets, 22 million Liverpool FC fans are considering visiting the country within the next year. Even if just 2% of this audience travels to the Maldives, the partnership will surpass its targets, the organization stated.
As part of the collaboration, the Maldives will host exclusive LFC activations, including the establishment of a Liverpool Academy in the Maldives, strengthening the country’s sports tourism industry. The partnership will also feature fan zones, digital engagement campaigns, and appearances by LFC legends, further enhancing destination branding.
Additionally, the projected media reach is expected to exceed 397 million per season, with an estimated media value of over USD 17 million annually through branding, promotions, and direct audience engagement.
Commenting on the partnership, MMPRC CEO and Managing Director Ibrahim Shiuree emphasized the unique connection between football and travel, stating:
“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.”
Liverpool FC also welcomed the partnership, highlighting the synergy between two internationally recognized brands. LFC’s Chief Commercial Officer, Ben Latty, remarked:
“We’re very excited to welcome Visit Maldives into the Liverpool FC family as our official tourism partner. Together, we share a passion for creating unforgettable experiences that bring people together in meaningful ways.”
With the Maldives securing the title of the World’s Leading Destination for five consecutive years, the partnership with one of the world’s most renowned football clubs is expected to further cement its position as a premier global tourist destination.
