Liverpool announce multi-year deal that will add to record-breaking £308m sum
Liverpool have announced that Visit Maldives will be the club's official tourism partner
Liverpool have boosted their commercial portfolio further with the announcement of a multi-year deal with Visit Maldives. The deal sees them become the Reds’ official tourism partner.
The partnership is inclusive of both the men’s and women’s teams and comes on the back of 12 months of considerable success for the club off the pitch that helped commercial revenues reach record levels of £308million for 2023/24 thanks to partnerships with the likes of Japan Air, Husqvarna, UPS, Peloton and Google Pixel.
Visit Maldives replace the deal that was in place up until the end of last season with the Mauritius Tourism Promotion Authority, a deal that was struck in the summer of 2020 but put on hold until 2022 due to the COVID-19 pandemic, with the final two years running until the end of last season to make the most of the partnership.
To celebrate the launch of the partnership, fans will have the chance to win a five-night trip to the Maldives, one of the world’s most sought-after destinations, including flights and accommodation, through a MyLFC competition. Throughout the partnership, fans will have the opportunity to enjoy exclusive content, special promotions, and competitions with ‘money-can’t-buy’ prizes.
Ben Latty, chief commercial officer at Liverpool, said: “We’re very excited to welcome Visit Maldives into the Liverpool FC family as our official tourism 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.”
Following a record-breaking year for the Maldives’ Tourism Industry in 2024, Visit Maldives set an ambitious target of $5billion in tourism receipts for 2025. It leverages the appeal of the Reds by increasing its awareness and visibility via Liverpool’s growing social media platforms, which have over 200million global followers, and registered almost 12billion views and 1.5billion fan engagements last season alone, the most of any Premier League club.
The club is also the most-watched team globally in the Premier League, with a cumulative audience of 471 million last season, and has continued this trend for the current season.
The partnership will also see collaboration between Visit Maldives and Liverpool’s The Red Way, the club’s award-winning sustainability programme. The driving force behind the collaboration is down to Visit Maldives’ dedication to protecting its unique environment, with a strong emphasis on ocean conservation and sustainable tourism – critical issues for the low-lying island nation, which is particularly vulnerable to rising sea levels and climate change.
Ibrahim Shiuree, the CEO and managing director of Visit Maldives, said: “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.”