Maldives tourism promotion campaign with Liverpool kicks off at Anfield Stadium

The Maldives tourism promotion campaign in collaboration with Liverpool Football Club as part of a co-branded initiative between Liverpool FC and the Maldives Marketing and Public Relations Corporation (MMPRC) kicked off at the club’s home stadium, Anfield, on Wednesday night.

The collaboration launches a global campaign spanning three and a half years, designed to amplify brand visibility and inspire more travelers to visit the Maldives.

The strategic partnership between Visit Maldives and Liverpool FC goes beyond visibility—it aims to increase visitor arrivals, strengthen Maldives' global presence, and generate substantial economic benefits for the country.

Maldivian President Dr. Mohamed Muizzu attended Wednesday night’s kickoff event during the Liverpool FC vs Everton match.

Liverpool FC has approximately 500 million supporters across the world.

Apart from UK-based activations, MMPRC is planning targeted campaigns with official Liverpool FC Supporters Clubs in key source markets such as Europe, the Middle East, India, and China. With 316 official LFC Supporters Clubs across 100 countries, this collaboration is expected to generate substantial global exposure for the Maldives.

The campaign will also feature a variety of digital marketing initiatives, also including appearances by Liverpool FC legends, interactive fan zones, joint events at global trade shows, and other engaging activations.

MMPRC states the partnership with LFC is expected to bring over 100,000 new visitors to the Maldives in 2025, generating an estimated USD 200 million in tourism revenue. 

While a total of USD 2.5 million has been invested in the project, MMPRC projects a return on investment (ROI) exceeding 20 times the initial investment annually.