March 17 – Premier League Liverpool have entered into a multi-year global partnership with Visit Maldives, naming the island nation as the club’s official tourist destination partner.
While the financial terms and exact duration of the agreement remain undisclosed, it marks the latest example of a Premier League club leveraging its global reach to tap into the tourism sector. For Liverpool, the tie-up aligns with broader commercial strategies that seek to engage the club’s substantial international fanbase, particularly across emerging markets in Asia.
The deal, which spans both the men’s and women’s teams, is designed to boost international awareness of the Maldives as a premium travel destination.
Supporters can expect a series of promotions, exclusive content, and competitions through the club’s MyLFC platform, including a headline offer of a five-night luxury holiday in the Maldives.
The timing is notable: following a record-breaking year for Maldivian tourism in 2024, the country has set its sights on $5 billion in tourism revenue for 2025. With Liverpool’s digital footprint – more than 200 million followers and 12 billion social media views last season – Visit Maldives gains a powerful platform to extend its brand.
Beyond marketing, the partnership includes a sustainability component, with a focus on ocean conservation and climate change awareness. These efforts will be channelled through Liverpool’s ‘The Red Way’ initiative, which promotes environmental responsibility across the club’s operations. Given the Maldives’ vulnerability to rising sea levels, this aspect of the partnership carries both symbolic and practical significance.
Ben Latty chief commercial officer at Liverpool FC, said: “We’re very excited to welcome Visit Maldives into the Liverpool FC family as our official tourist destination partner. Together we share a passion for creating unforgettable experiences that bring people together in meaningful ways.
“We also share a commitment for being the most sustainable we can be, whether that’s via our award-winning The Red Way programme 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, added: “Partnering with a club as iconic as Liverpool FC, who share our core values to drive positive change towards a more sustainable future, is 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.”
Contact the writer of this story, Harry Ewing, at moc.l1742263037labto1742263037ofdlr1742263037owedi1742263037sni@g1742263037niwe.1742263037yrrah1742263037