President Dr Mohamed Muizzu has attended the Merseyside derby between Liverpool Football Club vs Everton on Wednesday evening, marking the historic official kick-off of the Maldives tourism promotion campaign in partnership with Liverpool Football Club. This initiative is a co-branded collaboration between Liverpool FC and the Maldives Marketing and Public Relations Corporation Limited (MMPRC).
On 13 March, MMPRC announced its partnership as the ‘Official Tourist Destination Partner’ of Liverpool FC. This collaboration launches a global campaign spanning three and a half years, designed to amplify brand visibility and inspire more travellers to visit the Maldives. While enhancing brand visibility is a key aspect, the partnership also aims to increase visitor arrivals, strengthen global presence, and generate substantial economic benefits for the Maldives.
Further strengthening this initiative, MMPRC launched an extensive outdoor campaign in the UK on 27 March to attract visitors through its partnership with the Liverpool FC. This three-month campaign utilises high-impact outdoor and digital advertising across key locations in the UK. The campaign features over 100 fully branded taxis in London, as well as advertisements on buses, the London Underground, major airports, and business-class lounges, ensuring maximum exposure to potential travellers.
Additionally, LED signage at Premier League home matches, branding across the stadium, visibility in Liverpool FC’s official booklets, and billboards across Europe—targeting high-value travelers—are expected to provide unparalleled global exposure.
The President was accompanied by Thoriq Ibrahim, Minister of Tourism and Environment; Abdulla Rafiu, Minister of Sports, Fitness, and Recreation; Ibrahim Shiuree, Managing Director of the Maldives Marketing and Public Relations Corporation; and other relevant senior government officials.
Earlier the same day, the President visited the AXA Training Centre in Liverpool, where he received a guided tour and observed best practices in football training and coaching. At the state-of-the-art AXA Training Centre, the President explored potential avenues to enhance football development in the Maldives and create opportunities for aspiring footballers.