Visit Maldives Corporation (VMC), in collaboration with Liverpool Football Club (LFC), has launched an exciting global campaign titled “Penalty to Paradise”, aiming to bring the electrifying spirit of football together with the unmatched luxury of the Maldives’ island resorts. Running from October 2025 to January 2026, this dynamic four-month campaign offers football fans around the world a unique opportunity to engage with their favorite club while dreaming of sun-drenched beaches and five-star Maldivian hospitality.
The heart of the campaign is a competitive knockout-style penalty shootout, inviting LFC Members to go head-to-head in a sudden-death format where one missed penalty could mean elimination. Only one participant will emerge victorious, earning an all-expenses-paid journey to the Maldives, a destination globally celebrated for its high-end resorts, turquoise lagoons, and tranquil overwater villas.
In addition to the main competition, the campaign includes several side challenges, offering a chance to win Maldives-themed merchandise and curated experiences. Exclusive digital content, behind-the-scenes footage, and interactive activities have been designed to keep members engaged throughout the campaign, strengthening the emotional and digital connection between LFC fans and the Maldives as a travel destination.
Amplified through all of Liverpool FC’s digital channels, Instagram, Facebook, X, TikTok, YouTube, and the club’s official website, the campaign ensures global reach to millions of LFC fans. With a strong and loyal fanbase in the United Kingdom and across Europe and Asia, this collaboration brings the Maldives into the spotlight for travelers seeking both luxury and lifestyle experiences tied to their passions.
Ibrahim Shiuree, CEO and Managing Director of Visit Maldives Corporation, highlighted the strategic value of this partnership: “Penalty to Paradise showcases the Maldives in a compelling new light, uniting sport and storytelling to reinforce the Maldives’ standing as a premier leisure destination. Liverpool FC is a club with one of the world’s most passionate global fanbases, particularly in the UK, which continues to be one of our key markets.”
This campaign builds on VMC’s broader global partnership with Liverpool FC, which began in March 2025 when the Maldives was officially named the Club’s “Official Tourist Destination Partner” for the 2025–2028 football seasons. Since then, the Maldives brand has seen extensive visibility at Anfield Stadium through premium LED perimeter advertising during live matches and via the club’s digital ecosystem, reaching hundreds of millions of viewers across the globe.
The grand prize of the campaign, a luxury escape to the Maldives, will be awarded in December 2025, just in time to celebrate the holiday season in one of the world’s most exclusive island destinations. Whether it’s a private beachfront villa on a secluded atoll, gourmet cuisine prepared by world-class chefs, or the warm embrace of Maldivian hospitality, the winner will experience firsthand why the Maldives continues to be one of the most sought-after destinations in the world for upscale tourism.
From the roar of Anfield to the serenity of the Indian Ocean, Penalty to Paradise is more than a marketing campaign, it is a celebration of passion, play, and paradise. With this collaboration, Visit Maldives and Liverpool FC are scoring big on the global stage, inviting fans to dream, compete, and ultimately discover the magic of the Maldives.
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