Liverpool FC Delegation Visits Maldives to Strengthen Strategic Tourism Partnership
Visit Maldives has officially welcomed a senior delegation from Liverpool Football Club, marking a significant milestone in the expanding strategic partnership between the world-renowned football club and the Maldives tourism sector.
Leading the delegation are Mr. David Paul, Vice President of Partnerships, and Mr. Alex Fraser, Director of Global Partnership Development at Liverpool FC. During their visit, the representatives will engage in a series of high-level discussions with senior government officials, cabinet ministers, and key leaders from the tourism industry. These meetings aim to deepen collaboration, explore innovative tourism promotion strategies, and advance joint initiatives that support long-term growth.
This visit follows the announcement earlier this year of Visit Maldives as the Official Destination Partner of Liverpool FC, a major collaboration unveiled during the club’s mid-season. The partnership positions the Maldives on one of the most prestigious global sports platforms, offering immense international exposure and enhanced brand visibility.
Aligning with a globally recognized club like Liverpool FC enables the Maldives to connect with a vast, passionate audience—particularly travelers who seek to combine their love for sports with premium vacation experiences. The partnership is a key move in Visit Maldives’ broader strategy to tap into the growing sports tourism market.
A full calendar of marketing activities and promotional events is set to roll out ahead of the 2025/26 football season, which kicks off in August. A major global campaign featuring Liverpool FC players will launch in June, spotlighting the Maldives as an aspirational destination for luxury travelers. The campaign will target high-value source markets, including the United Kingdom, Germany, the Middle East, and Asia, where Liverpool FC enjoys a loyal and engaged fan base.
Already, the partnership has delivered impressive visibility through various co-branded activations. These include taxi campaigns in the UAE, promotional presence at the Arabian Travel Market and Kazakhstan International Travel Fair, and targeted advertising across London Underground, black cabs, and premium airport lounges throughout Europe. Additionally, LED displays at Anfield during recent home games have reached a global audience of over 200 million viewers.
This collaboration reflects a shared vision between Visit Maldives and Liverpool FC to elevate the Maldives’ global profile. It supports the nation’s tourism objectives, particularly the goal of increasing international arrivals by 2025 through diversification and targeted outreach.
As the Maldives continues to reinforce its position as a world-class destination, the partnership with Liverpool FC is poised to play a central role in attracting new visitor segments and driving sustainable tourism growth.
