Visit Maldives scores deal as Liverpool FC’s official tourist destination partner

Liverpool FC – currently ranked the top club in the English Football League - has agreed to a multi-year global partnership with Visit Maldives, making it the club’s official tourist destination partner.

The partnership was announced by both Visit Maldives and Liverpool on Thursday.

Liverpool said in a statement that the partnership is inclusive of both the club’s men’s and women’s teams, and will drive awareness of the Maldives as a world-class tourist destination, while demonstrating the breadth of activities, heritage and stunning locations the island country has to offer.

“It unites two world-renowned brands with a shared commitment to offering extraordinary experiences, whether that’s for fans at Anfield or for those enjoying the sunny side of life in the Maldives, the world’s leading destination for the past five consecutive years,” said the club.

To celebrate the launch of the partnership, fans will have the chance to win an incredible five-night trip to the Maldives, including flights and accommodation, through an exciting MyLFC competition.

According to Liverpool, fans will also have the opportunity to enjoy exclusive content, special promotions, and competitions with money-can’t-buy prizes throughout the partnership.

Visit Maldives is thrilled to announce that we are the official tourist destination partner for Liverpool FC! ????⚽️

Get ready to experience the perfect blend of tropical paradise and world-class football, creating unforgettable moments for fans around the globe! ????✨ pic.twitter.com/K76zmlwJpr

— Visit Maldives (@visitmaldives) March 13, 2025

The Maldives had welcomed a record two million tourist arrivals last year. The island destination, which won the award for the World Travel Awards (WTA) World's Leading Destination for the fifth consecutive year in 2024, expects to raise tourist arrivals to 2.2 million this year. It has also set an ambitious target of USD 5 billion in tourism receipts.

With its partnership with Liverpool, Visit Maldives seeks to increase its awareness and visibility via the club’s growing social media platforms, which have more than 200 million global followers and registered almost 12 billion views and 1.5 billion fan engagements last season alone, the most of any EPL club.

Liverpool is also the most-watched team globally in the EPL, with a cumulative audience of 471 million last season, and has continued this trend for the current season.

Alongside promoting Maldives as a destination of choice, Visit Maldives is also dedicated to protecting its unique environment, with a strong emphasis on ocean conservation and sustainable tourism – critical issues for the low-lying island nation, which is particularly vulnerable to rising sea levels and climate change.

Through the new partnership, Liverpool will collaborate with Visit Maldives to support these initiatives, leveraging the club’s award-winning sustainability program, The Red Way, to raise awareness and drive positive action.

Ben Latty, chief commercial officer at Liverpool said they are excited to welcome Visit Maldives into the Liverpool FC family as their official tourist destination partner.

“Together we share a passion for creating unforgettable experiences that bring people together in meaningful ways,” he said.

“We also share a commitment for being the most sustainable we can be, whether that’s via our award-winning The Red Way program or Visit Maldives raising concerns about preserving delicate underwater ecosystems. We look forward to supporting each other in these vitally important areas moving forward.”

Ibrahim Shiuree, the chief executive officer and managing director of Visit Maldives, described partnering with a club as iconic as Liverpool, who share core values to drive positive change towards a more sustainable future, as a proud moment for Visit Maldives.

“Together, we’ll be able to offer exclusive opportunities and experiences, bringing the magic of the Maldives to millions of passionate fans around the world. We’re particularly thrilled about the MyLFC competition and the chance to give one lucky fan the trip of a lifetime in the Sunny Side of Life,” he said.

Visit Maldives’ partnership with Liverpool comes less than a week after the tourism board signed award-winning Italian football journalist Fabrizio Romano is their global ambassador.