Visit Maldives Corporation (VMC) is taking center stage in the global sports arena as it prepares to launch a powerful visibility campaign alongside Liverpool Football Club (LFC) for the 2025/26 Premier League season. Beginning 15 August 2025, the Maldives brand will once again illuminate Anfield Stadium’s LED boards during Liverpool’s home fixtures captivating a worldwide audience of over 600 million viewers across live broadcasts and digital platforms.
As part of the agreement, Visit Maldives branding will feature at 18 high-profile matches at Anfield, including key clashes against Manchester United on 18 October, Manchester City on 7 February, and Chelsea on 8 May. The full season line-up also includes fixtures against Bournemouth, Arsenal, Everton, Aston Villa, Nottingham Forest, Sunderland, Brighton, Wolves, Leeds United, Burnley, Newcastle, West Ham, Tottenham Hotspur, Fulham, Crystal Palace, and Brentford. This premium positioning not only maximizes global visibility but also reinforces the Maldives as a premier travel destination for football fans worldwide.
The build-up to the season has already seen VMC actively engaging with international markets. In July, Visit Maldives joined Liverpool FC’s pre-season activities in Hong Kong, strengthening ties with Asian audiences. A targeted email to the LFC fan database sparked a remarkable 400% surge in daily traffic to visitmaldives.com, directing fans to an exclusive landing page offering special deals from participating Maldives resorts and guesthouses.
This initiative forms part of a larger, multi-year partnership announced on 13 March 2025, making the Maldives the Official Tourist Destination Partner of Liverpool FC for the 2025–2028 seasons. The collaboration connects the Maldives with over 200 million loyal LFC supporters across the globe, generating extraordinary exposure with over 400 million reached through LFC’s PR and digital channels within the first 24 hours of the announcement.
In just its first three months, the partnership has activated dynamic campaigns across continents. The Maldives brand has featured prominently in the London Underground, on iconic red double-decker buses, and across more than 200 Dubai taxis. The destination also claimed the spotlight at the Arabian Travel Market in Dubai and the Kazakhstan International Exhibition, where the Maldives-LFC backdrop drew crowds of industry professionals and media.
Digital engagement has been equally impressive. Banner placements on the myLFC app and website have achieved record-breaking interaction, with one of the campaign’s peak moments coinciding with Mohamed Salah’s record-breaking Premier League goal when Visit Maldives branding lit up Anfield’s LED boards in front of millions of live and online viewers.
Fan-focused activities have added a personal touch to the campaign, including Liverpool supporters’ club events and a high-profile holiday giveaway to Villa Nautica, which attracted over 20,000 entries. In the Maldives, the partnership has been brought home through public billboards across Malé and Velana International Airport, connecting tourism promotion with national pride.
One highlight was the creation of an LFC Fan Zone during the Maldives Food Carnival, headlined by Liverpool legend Dirk Kuyt, where fans and families gathered to celebrate their shared passion for football and the Maldives.
The Maldives government aims to welcome 2.3 million tourist arrivals in 2025, and this collaboration with Liverpool FC is expected to play a vital role in surpassing that target. By leveraging the global passion for football, Visit Maldives is strategically positioning the destination in the hearts of millions blending the thrill of sport with the allure of one of the world’s most breathtaking holiday experiences.
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