Liverpool FC and Maldives sign Tourism Partnership

The Maldives, renowned for its breathtaking islands and luxurious resorts, has taken a bold step to enhance its global tourism reach through an exciting new partnership with Liverpool Football Club (LFC). Announced by the Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives), this multi-year agreement designates the Maldives as the official tourist destination partner of one of the world’s most iconic football clubs, covering both the men’s and women’s teams. This partnership aims to showcase the Maldives to a vast international audience, thereby driving a surge in high-value tourism to the island nation.

A Global Stage for the Maldives

Liverpool FC engages an audience of over 205 million followers globally, giving Visit Maldives an unparalleled platform to attract potential travelers. By leveraging the club’s influential reach, the Maldives plans to draw an additional 100,000 tourists in 2025, generating over $100 million for the country’s tourism revenue. Additionally, on April 2nd, during a high-profile match against Everton, the Maldives will unveil the partnership, with branding prominently displayed on LED boards at Anfield Stadium, ensuring millions of viewers worldwide see it.

This strategic alliance extends beyond brand visibility at LFC matches. Visit Maldives will place billboards across Europe, targeting affluent travelers in key markets, and secure coverage in LFC’s official publications and digital platforms. With LFC’s TV audience exceeding 211 million per season and 53 million followers on social and digital channels, the Maldives positions itself as a top destination for luxury travelers and football fans alike.

Exclusive Experiences and Sports Tourism

Moreover, this partnership offers the Maldives unique opportunities, including the creation of a Liverpool Academy in the Maldives, further boosting sports tourism. The academy will attract aspiring athletes and football fans, blending their love for the sport with the beauty of the Maldives’ stunning surroundings. In addition, additional fan zones, appearances by LFC legends, and interactive digital campaigns will further engage audiences and drive travel interest.

As a part of this effort, Visit Maldives will incorporate these activations into their global events, fairs, and roadshows, building a cohesive branding presence that emphasizes the Maldives as a luxury destination. The partnership will reach over 397 million people per season, with an expected media value of over $17 million annually, thus delivering a significant return on investment.

A Shared Commitment to Sustainability

Beyond tourism, this partnership reflects a mutual dedication to sustainability. Both LFC and the Maldives commit to protecting the environment, with LFC’s “The Red Way” program promoting sustainability in sports, while Visit Maldives champions ocean conservation and eco-friendly tourism. Since the Maldives faces challenges from rising sea levels and climate change, this collaboration highlights the importance of sustainable practices in preserving the island nation’s unique ecosystem.

Ben Latty, LFC’s Chief Commercial Officer, highlights the mutual goals of sustainability and unforgettable experiences in this partnership. Meanwhile, Ibrahim Shiuree, CEO & MD of Visit Maldives, expresses pride in aligning with Liverpool FC, noting that the collaboration will bring the Maldives closer to millions of passionate football fans and offer them a once-in-a-lifetime opportunity to experience the “Sunny Side of Life.”

Forging a New Era in Global Tourism

This partnership between Visit Maldives and Liverpool FC marks a significant milestone in the Maldives’ tourism marketing strategy. Not only does it strengthen the Maldives’ position as a premier luxury destination, but it also connects with global football fans, inviting them to experience the beauty and tranquility of the islands. Ultimately, by combining world-class tourism with the passion of football, the Maldives aims to capture the hearts of millions, inspiring them to choose the Maldives for their next unforgettable adventure.

This summer, Nova Maldives partners with PADI, the world-renowned scuba diving organization. Together, they will host an exciting ocean adventure week from July 13 to 20, 2025. The event will celebrate PADI’s 11th Women’s Dive Day on July 19. It will take place at Nova’s picturesque South Ari Atoll location. Guests will have the chance to explore the pristine waters of the South Ari Marine Protected Area (SAMPA). They will encounter diverse marine life, including manta rays and whale sharks. Furthermore, the week will feature guided dives, marine conservation workshops, and sustainability-focused training. This gives participants the opportunity to deepen their knowledge of ethical diving practices and become better stewards of the ocean.

PADI AmbassaDiver and Regional Manager: Key Hosts of the Event

PADI AmbassaDiver, conservation advocate, and broadcaster India Black will co-host the Transformative Ocean Adventure Week. She will team up with Matt Wenger, PADI’s Regional Manager for the Maldives. Together, they will bring ocean lovers from around the world. The event will offer a unique opportunity to dive, learn about conservation, and connect with like-minded individuals. Moreover, participants will also promote sustainable diving practices and ocean protection.

Speaking about the event, Abdulla Aboobakuru, General Manager at Nova, said:

“This event embodies everything we stand for at Nova — community, connection, and sustainability. Partnering with PADI and India Black gives us an incredible opportunity to not only showcase the natural beauty of the Maldives but also inspire guests to become lifelong ocean advocates.”

Matt Wenger, with nearly three decades of experience as a PADI Pro, will also lend his expertise. Having overseen PADI’s operations in the Maldives for a decade, he has played a key role in bringing PADI’s services to luxury resorts and emerging local islands. Additionally, Matt’s commitment to sustainability and marine conservation aligns seamlessly with PADI’s Three Pillars of Change. This ensures that responsible diving and environmental awareness remain at the heart of the event.

India Black, an avid storyteller and ocean conservation advocate, will bring her passion for the ocean to the event. Throughout her career, India has dedicated her life to inspiring people to explore the ocean, take care of themselves, and protect the planet. She has rehabilitated sea turtles in the Whitsundays and paddled 110km across Hawaii’s Alenuihaha Channel. India has also championed marine protection initiatives worldwide. For her, the ocean has always been a source of healing and personal growth. She hopes to share that connection with others. With Matt’s expertise in diving and India’s passion for ocean conservation, the event promises to be an inspiring and impactful week for all involved.

India Black, reflecting on her journey, shared:

“The ocean has given me so much — peace, perspective, and connection — and I’m so passionate about helping others find that too. This week is about more than just diving; it’s about learning how we can all play a part in protecting the marine world while building unforgettable memories in it. ”

A Curated Program of Activities and Experiences

Held at Nova’s serene island resort in the breathtaking South Ari Atoll, the event will offer a carefully curated schedule of conservation-focused activities, dives, and educational workshops. These are designed to deepen guests’ understanding of ocean protection. As a result, guests will enjoy a range of experiences, including:

Manta Quest Snorkeling – Embark on a search for graceful manta rays in their natural environment.
Whale Shark Snorkeling – Swim alongside the gentle giants of the Maldives for an unforgettable encounter.
Turtle Quest – Learn about the endangered sea turtles of the Maldives while discovering ongoing conservation efforts to protect them.
Ocean Clean-Up Dive – Take action by helping to remove marine debris from the reef.
Blue Planet Movie Nights – Relax under the stars with screenings of the BBC’s Blue Planet series to foster a deeper appreciation for the underwater world.
Marine Conservation Talks & Workshops – Participate in presentations on whale shark research, coral conservation, and PADI AWARE’s initiatives. Learn more about sustainable diving and marine protection.
Women’s Dive Day Celebration – Celebrate PADI Women’s Dive Day with a special event designed to inspire more women to get involved in diving and ocean conservation.

Supporting Marine Conservation and Sustainable Tourism

Nova proudly supports marine conservation efforts as a partner of the Maldives Whale Shark Research Programme (MWSRP). They are also an accredited Responsible Manta Tourism Operator by Manta Trust. At the core of the event is a commitment to sustainable tourism, ocean conservation, and community engagement—values that resonate deeply with India’s mission. India has built a platform encouraging people to venture further, love themselves more, and protect the planet. She hopes to inspire attendees to view themselves as caretakers of the ocean.

India further said:

“My journey with the ocean has shaped who I am today, and I’ve learned that once you truly connect with the sea, you can’t help but want to protect it. I’m so excited to dive alongside Nova’s guests, share what I’ve learned, and hopefully spark that same love for the water in them. ”

This immersive, transformative week at Nova Maldives will certainly leave a lasting impression on all participants. It will encourage them not only to explore the wonders of the Maldives but also to adopt sustainable practices that will help preserve the oceans for generations to come.

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