Liverpool FC launches campaign to promote Maldives tourism
Abhishek Mukherjee 
Liverpool Football Club has officially launched a campaign to promote Maldives tourism at Anfield Stadium.
The Maldives’ tourism brand, Visit Maldives, was announced as the club’s official tourism destination on 13 February. The campaign was launched ahead of Liverpool’s match against Everton on Wednesday, with the stadium’s LED boards displaying advertisements for the Maldives.
Maldives President Dr Mohamed Muizzu, Tourism Minister Thoriq Ibrahim, Sports Minister Abdulla Rafiu, and Maldives Marketing and Public Relations Corporation (MMPRC) Managing Director Ibrahim Shiury attended the launch event in Liverpool.
The campaign is part of a three-year agreement with Liverpool FC. Under the campaign:
- Anfield Stadium will display promotional content featuring the Maldives.
- The campaign is expected to have a media value exceeding $17 million.
- A three-month outdoor advertising campaign in Liverpool has begun, with more than 100 taxis and London buses displaying Maldives tourism advertisements.
With Liverpool’s global fanbase, the MMPRC projects the campaign will generate over $100 million in tourism revenue and attract more than 100,000 visitors to the Maldives.
As part of the initiative:
- The Visit Maldives brand will be displayed at Anfield Stadium.
- The club will promote the Maldives in its official publications.
- Promotional efforts will target key European tourist markets.
The MMPRC has stated that even if 2% of Liverpool fans visit the Maldives, the campaign’s targets will be met.
Additionally, a lucky draw will be held until the end of this month, offering a five-night holiday in the Maldives.
