Maldives Secures Landmark Liverpool FC Premier League Partnership, Lighting Up Anfield and Driving a 400% Surge in Global Tourism Interest

Published on August 12, 2025

The Maldives has embarked on one of its most ambitious global tourism campaigns, teaming up with Liverpool FC to capture the attention of millions worldwide. As the new Premier League season kicks off on 15 August 2025, Visit Maldives branding will illuminate the LED boards at Anfield Stadium for 19 home matches, ensuring the idyllic island nation is showcased to a global viewership of over 600 million through live broadcasts and digital platforms.

This partnership, running until 2028, was officially launched on 13 March 2025 and immediately generated over 400 million impressions through Liverpool FC’s channels in just 24 hours. In the days leading up to the season, a targeted campaign to Liverpool’s global fan base triggered a 400% surge in daily website traffic to visitmaldives.com, directing visitors to special travel offers created in collaboration with Maldivian tourism partners.

The campaign’s reach extends far beyond the pitch. From London Underground stations and Dubai taxis to major travel events such as the Arabian Travel Market and Kazakhstan International Exhibition, the Maldives brand has been visible in key tourism markets. A fan-focused approach has also been central, with competitions, holiday giveaways, and meet-and-greets with Liverpool legends like Dirk Kuyt creating direct engagement.

Back home, the campaign has been celebrated with billboards in Malé and Velana International Airport, along with fan zones that unite communities through a shared love of football. With coordinated global exposure and immersive local events, the Maldives is turning the excitement of Premier League football into a powerful driver for tourism growth.

Strategic Partnership & Anfield Presence

On 13 March 2025, Visit Maldives became the Official Tourist Destination Partner of Liverpool FC for the 2025–2028 seasons. The announcement marked a major step in positioning the Maldives as a top global holiday destination. Within a single day, the news reached more than 400 million people worldwide.

As part of the agreement, premium LED branding will feature during 19 home matches at Anfield Stadium throughout the season, including high-profile fixtures against Manchester United, Arsenal, Manchester City, and Chelsea. These broadcasts are expected to be watched by hundreds of millions of fans globally, reinforcing the Maldives’ image as a premier luxury travel destination.

Fixtures Featuring Maldives Branding at Anfield

• 15 August – Bournemouth
• 30 August – Arsenal
• 20 September – Everton
• 18 October – Manchester United
• 1 November – Aston Villa
• 22 November – Nottingham Forest
• 3 December – Sunderland
• 13 December – Brighton
• 27 December – Wolves
• 30 December – Leeds United
• 17 January – Burnley
• 31 January – Newcastle
• 7 February – Manchester City
• 28 February – West Ham
• 14 March – Tottenham Hotspur
• 11 April – Fulham
• 25 April – Crystal Palace
• 8 May – Chelsea
• 24 May – Brentford

Digital Engagement and Online Impact

In the lead-up to the season, Visit Maldives worked closely with Liverpool FC’s marketing team to connect directly with fans. A dedicated emailer campaign to Liverpool’s global fan base resulted in a 400% spike in web traffic, driving users to a landing page showcasing exclusive holiday packages.

Digital visibility has been further strengthened through strategic placement on Liverpool FC’s website, mobile app, and social media platforms. A standout moment occurred when Visit Maldives branding lit up Anfield during Mo Salah’s record-breaking goal, a scene broadcast live to millions.

Global Campaign Activations

The Maldives brand has appeared across some of the world’s busiest travel and lifestyle touchpoints:

• London Underground stations featuring bold campaign visuals
• Over 200 branded taxis in Dubai
• Dominant displays at the Arabian Travel Market entrance in Dubai
• High-impact stands at the Kazakhstan International Exhibition

The campaign also gained strong exposure in Asia through participation in Liverpool’s pre-season events in Hong Kong, targeting emerging tourism markets.

Fan Engagement and Giveaways

To connect with supporters on a personal level, Visit Maldives launched several fan engagement activities. These included:

• A holiday giveaway to Villa Nautica, attracting over 20,000 entries
• Competitions offering fans the chance to attend key matches at Anfield
• Social media campaigns encouraging user-generated content celebrating both Liverpool FC and the Maldives

These activities have strengthened emotional connections between fans and the destination, creating memorable touchpoints that extend beyond the football season.

Local Celebrations in the Maldives

At home, the campaign has been embraced with enthusiasm. Large-format billboards in Malé and at Velana International Airport have brought the excitement to both locals and visitors. The LFC Fan Zone at the Maldives Food Carnival, featuring Liverpool legend Dirk Kuyt, provided fans with an opportunity to celebrate their club while discovering more about Maldives tourism.

Special events such as the public celebration of Liverpool’s 20th Premier League Title in Hulhumale have integrated football fever with national pride, reinforcing the campaign’s significance to Maldivian identity.

A Tourism Marketing Success Story

This collaboration between Visit Maldives and Liverpool FC is more than just sports sponsorship — it is a comprehensive marketing strategy that combines global exposure, targeted fan engagement, and local celebration. By connecting with one of the most passionate fan bases in the world, the Maldives has positioned itself at the crossroads of sport, culture, and luxury travel.

With the campaign set to run until 2028, the Maldives will continue to enjoy sustained visibility in front of millions, converting global attention into tourism growth. From stadium screens in England to billboards in Malé, the message is clear: the Maldives is ready to welcome the world.