The Maldives has officially kicked off a bold new tourism promotion campaign in collaboration with Liverpool Football Club, using one of the world’s most-watched football platforms to draw international attention.

The campaign launch was marked by President Dr Mohamed Muizzu’s attendance at the high-profile Merseyside derby between Liverpool FC and Everton on Wednesday evening.

This collaboration comes under a three-and-a-half-year agreement between Liverpool FC and the Maldives Marketing and Public Relations Corporation (MMPRC), positioning the Maldives as the club’s "Official Tourist Destination Partner".

As part of the campaign, a wide-reaching outdoor and digital advertising push began in the United Kingdom on March 27. It includes more than 100 fully branded London taxis, promotions across buses, the London Underground, major airports, and premium travel lounges.

On matchdays, LED signage at Liverpool’s home ground, branded visibility across the stadium, and placements in official club publications will ensure that the Maldives is featured prominently to millions of viewers across the world. Billboards in other major European cities will extend the reach even further.

The President was joined at the match by Minister of Tourism and Environment Thoriq Ibrahim, Minister of Sports, Fitness and Recreation Abdulla Rafiu, MMPRC Managing Director Ibrahim Shiuree, and other senior Government officials.