In a strategic move to bolster global tourism, the Maldives Marketing and Public Relations Corporation (MMPRC), operating as Visit Maldives, is set to unveil a significant co-branded campaign in partnership with Liverpool Football Club (LFC) this April. This collaboration, aligning with President Dr. Mohamed Muizzu’s vision to elevate the Maldives’ tourism sector, designates the Maldives as LFC’s Official Tourist Destination Partner.
The campaign’s official launch is scheduled for April 2, 2025, during Liverpool’s Premier League home match against Everton at Anfield Stadium. Fans will witness Visit Maldives’ branding prominently displayed on LED boards, marking the initiation of this high-impact partnership.
A key component of this initiative is a comprehensive three-month marketing campaign across the United Kingdom. Over 100 London taxis will feature captivating Maldives imagery, complemented by advertisements on buses, the London Underground, major airports, and business class lounges. These efforts aim to reach an estimated 76 million individuals, reinforcing the Maldives’ reputation as a premier luxury travel destination.
Beyond the UK, Visit Maldives plans to engage Official Liverpool FC Supporters Clubs across Europe, the Middle East, India, and China. With 316 official LFC Supporters Clubs spanning 100 countries, this collaboration is poised to generate significant global exposure for the Maldives.
Financial projections for this partnership are promising. The collaboration is expected to attract over 100,000 additional visitors to the Maldives in 2025, generating an estimated USD 100 million in tourism revenue. With a total investment of approximately USD 2.5 million, the anticipated return on investment exceeds 20 times the initial expenditure annually.
This initiative aligns with President Muizzu’s strategic vision to diversify and enhance the Maldives’ tourism offerings. By partnering with a globally recognized football club, the Maldives aims to tap into new markets and demographics, showcasing the nation’s commitment to innovative and sustainable tourism development.
As the Maldives continues to position itself as a leading luxury destination, this partnership with Liverpool FC exemplifies the nation’s dedication to creating unique and memorable experiences for travelers worldwide.
