The Maldives has kicked off an ambitious global tourism campaign in collaboration with Liverpool Football Club, leveraging one of the world’s most-watched sporting events to showcase the island nation as a premier travel destination.
President Dr. Mohamed Muizzu attended the high-profile Merseyside derby between Liverpool FC and Everton on Wednesday evening, marking the official launch of the campaign. The initiative is part of a three-and-a-half-year partnership between Liverpool FC and the Maldives Marketing and Public Relations Corporation (MMPRC), which designates the Maldives as the club’s “Official Tourist Destination Partner.”
A massive promotional drive was launched across the United Kingdom on March 27, featuring over 100 fully branded London taxis, advertisements on buses, the London Underground, major airports, and exclusive travel lounges. The campaign also includes digital promotions and high-impact advertising on matchdays at Anfield, with LED signage and branding prominently displayed across the stadium. Additionally, placements in official club publications will ensure the Maldives is in the spotlight for millions of football fans worldwide.
Beyond the UK, the campaign extends to major European cities, with billboards and other promotional materials designed to capture the attention of international travelers. This collaboration is expected to significantly boost the Maldives’ visibility among Liverpool FC’s global fanbase, which stretches across continents.
President Muizzu was accompanied at the match by Minister of Tourism and Environment Thoriq Ibrahim, Minister of Sports, Fitness, and Recreation Abdulla Rafiu, MMPRC Managing Director Ibrahim Shiuree, and other senior government officials, reflecting the administration’s commitment to enhancing the Maldives’ tourism footprint through strategic global partnerships.
The partnership with Liverpool FC places the Maldives on a global stage, harnessing the passion and reach of one of the most successful football clubs in history to attract travelers to the tropical paradise. The initiative aligns with the government’s broader efforts to diversify its tourism promotion strategies and sustain the Maldives’ position as a top travel destination.
