In a groundbreaking move to elevate the Maldives’ global tourism profile, President Dr. Mohamed Muizzu attended the electrifying Merseyside derby between Liverpool FC and Everton at Anfield on April 2, 2025. This event marked the official launch of a strategic partnership between the Maldives Marketing and Public Relations Corporation (MMPRC)/Visit Maldives and Liverpool FC, positioning the Maldives as the club’s “Official Tourist Destination Partner.”
H.E. President Dr @MMuizzu makes a distinguished appearance pitch side to observe the @LFC as they prepare for tonight’s highly anticipated Merseyside derby against Everton.#VisitMaldives pic.twitter.com/yZMkJPbaJR
— The President’s Office (@presidencymv) April 2, 2025
This multi-year collaboration is designed to harness Liverpool FC’s extensive global reach to spotlight the Maldives as a premier travel destination. With Liverpool’s impressive following—over 200 million social media fans and a cumulative TV audience of 471 million last season—the partnership aims to inspire a significant portion of this audience to experience the unparalleled beauty of the Maldives.
To kickstart this initiative, Visit Maldives rolled out an ambitious three-month outdoor campaign across key UK locations on March 27. The campaign features over 100 fully branded taxis in London, along with advertisements on buses, the London Underground, major airports, and business-class lounges, ensuring maximum exposure to potential travelers.
The partnership also emphasizes sustainability, aligning with both entities’ commitment to environmental conservation. Liverpool FC’s “The Red Way” program and Visit Maldives’ focus on preserving delicate underwater ecosystems underscore a shared dedication to promoting sustainable tourism practices.
Accompanying President Muizzu were key officials, including Tourism and Environment Minister Thoriq Ibrahim, Sports, Fitness, and Recreation Minister Abdulla Rafiu, and MMPRC Managing Director Ibrahim Shiuree. Their presence highlights the Maldivian government’s unified approach to leveraging this partnership for substantial economic benefits.
This landmark alliance between the Maldives and Liverpool FC is set to redefine destination marketing, blending the passion of football with the allure of tropical paradise, and inviting the world to discover the “Sunny Side of Life.”
