Liverpool has announced a new partnership with Visit Maldives which has been confirmed as its official tourist destination partner. The agreement is for both the men’s and women’s teams and will “drive awareness of the Maldives as a world-class tourist destination”.
Following a record-breaking year for the Maldives’ Tourism Industry in 2024, Visit Maldives has set an ambitious target of $5BN in tourism income for the calendar year of 2025. It believes that partnering with Liverpool will help increase its reach, while the Reds are continuing to grow under FSG with the latest accounts showing overall revenue rose by £20M ($26M) to £614M ($795M) in 2023-24, and commercial income increased by £36M ($47M) to £308M ($399M).
The Reds have over 200M global followers across various social media platforms and registered almost 12BN views and 1.5BN fan engagements last season. That was the most of any Premier League club.
Alongside raising awareness as a holiday destination, Visit Maldives is dedicated to protecting its unique environment. It wants to create a strong emphasis on ocean conservation and sustainable tourism — two critical issues for a nation which is particularly vulnerable to rising sea levels and climate change.
“We’re very excited to welcome Visit Maldives into the Liverpool FC family as our official tourist destination partner,” Ben Latty, the Liverpool FC chief commercial officer, said. “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 program or Visit Maldives raising concerns about preserving delicate underwater ecosystems. We look forward to supporting each other in these vitally important areas moving forward.”
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Mr 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.”
To celebrate the launch of the partnership, Liverpool fans will have the chance to win an incredible five-night trip to the Maldives, including flights and accommodation, through an exciting MyLFC competition. The Reds are next in action against Newcastle United in this weekend’s Carabao Cup final at Wembley.
