Visit Maldives Corporation (VMC) has unveiled an ambitious global partnership with Liverpool FC, marking a strategic move to elevate destination visibility to over 600 million fans worldwide. The collaboration, officially launched on March 13th, will see the Maldives brand prominently featured across multiple platforms throughout the 2025–2028 Premier League seasons.
The partnership promises unprecedented global exposure, with Visit Maldives securing premium LED branding at Anfield Stadium during key home fixtures. From August 15th, 2025, the destination will be showcased during matches against top-tier teams including Bournemouth, Arsenal, Manchester United, and others, ensuring maximum international reach.
Initial campaign results have been remarkable. Within 24 hours of the partnership announcement, Visit Maldives reached over 400 million people through Liverpool FC’s digital and PR channels. A targeted email campaign to the club’s fan database generated a staggering 400% increase in daily traffic to visitmaldives.com.
The marketing strategy extends far beyond traditional advertising, incorporating innovative activations across multiple continents. High-visibility campaigns have included London Underground promotions, Arabian Travel Market displays in Dubai, and international exhibitions in Kazakhstan. Branding has been strategically placed on London double-decker buses, over 200 Dubai taxis, and prominent event backdrops.
Fan engagement has been a cornerstone of the partnership, with initiatives like a dream holiday giveaway to Villa Nautica attracting over 20,000 entries. A standout event featuring Liverpool legend Dirk Kuyt at the Maldives Food Carnival further solidified the connection between the destination and football fans.
The partnership also resonates locally, with teaser billboards across Malé and Velana International Airport emphasizing that this collaboration represents more than tourism promotion—it’s a celebration of national pride and global connectivity.
At pivotal moments, such as Mo Salah’s record-breaking Premier League goal, Visit Maldives has leveraged LED board placements to maximize visibility, reaching millions of viewers live and online.
With strategic placements during 20 home fixtures and a multi-channel marketing approach, Visit Maldives is positioning itself as a dynamic, forward-thinking destination that connects with global audiences through the universal language of football.
The partnership represents a bold strategic move, connecting the Maldives to one of the world’s most passionate football communities and opening new avenues for international tourism engagement.
