Maldives Tourism Board Signs strategic partnership with Liverpool FC

[Maldives Tourism Board] Signs strategic partnership with Liverpool FC ​
Maldives Tourism Board Press release: March 24, 2025 Strategic partnership concluded with Liverpool FC
Strengthening brand recognition as an official tourist destination partner The Maldives Tourism Council (MMPRC/Visit Maldives) has entered into a strategic partnership with the world-renowned soccer club, Liverpool FC. Through this partnership, the Maldives will establish itself as Liverpool FC’s official tourist destination partner and further strengthen its global brand recognition. By leveraging Liverpool FC’s appeal to a vast global audience, it is expected to stimulate demand for travel to the Maldives, with expected to attract more than 100,000 additional tourists and tourism revenues of over $100 million in 2025. Liverpool FC has a global audience of 205 million, with over 211 million TV viewers per season and 53 million social media and digital followers. In Maldives Tourism Board’s key markets, 22 million Liverpool FC fans are considering traveling to the Maldives in the next 12 months, and even if just 2% of this audience actually visits, it would exceed the partnership’s visitor targets.
https://prcdn.freetls.fastly.net/release_image/129444/16/129444-16-d8f810e607d5a8928e05fae6291be2a4-1200×750.jpg At the Premier League home game to be held on April 2nd local time at Anfield Stadium, home of Liverpool FC, we plan to display LED signage and other advertisements to promote the charm of the Maldives both inside and outside the stadium. Additionally, promotions will be carried out through official Liverpool FC publications to further improve brand recognition. In key markets in Europe, we will be advertising on billboards to increase our reach to high-income travelers. Additionally, this partnership will establish Liverpool Academy in the Maldives to strengthen sports tourism and improve the destination brand. Maldives Tourism Board’s global events, fairs and roadshows will include fan zones and events, appearances by Liverpool FC legends and digital engagement campaigns to further increase awareness and drive travel bookings. These efforts are expected to result in a media reach of more than 397 million people per season and annual media value of more than $17 million. This partnership is in line with Maldives Tourism Board’s strategic vision to establish the Maldives as one of the world’s leading luxury and sustainable tourism destinations. By leveraging Liverpool FC’s global influence, Maldives Tourism aims to strengthen its connection with millions of passionate football fans and encourage them to choose the Maldives as their next travel destination. “Football and travel bring people together and create unforgettable moments. Through this partnership, we hope to give our millions of fans the chance to experience the Maldives, a place where dreams come true.” Comments from CEO and Managing Director Abraham Shiuri