Liverpool FC looks to build upon last season’s commercial success as it inks a new partnership with Visit Maldives.
The agreement encompasses both the men’s and women’s teams, with an overarching goal of driving awareness of the Maldives as a tourist destination.
Details about how the company will be marketed as a sponsor are scarce. However, the two entities have spoken about collaborating on sustainability targets. This will leverage the Merseyside club’s The Red Way programme to raise concerns about preserving underwater ecosystems.
Ben Latty, Chief Commercial Officer at Liverpool, said: “We’re very excited to welcome Visit Maldives into the Liverpool FC family as our official tourist destination 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.”
Visit Maldives is set to gain global exposure from this deal. According to the club, Liverpool is the most-watched team globally in the Premier League, with a cumulative audience of 471 million last season.
Additionally, social media will undoubtedly play a significant role during the contract. Liverpool saw the most engagement on social platforms last season in the Premier League, boasting over 200 million followers, 12 billion views and 1.5 billion fan engagements.
This ‘global appeal’ was highlighted by Jenny Beacham, Chief Financial Officer at Liverpool, earlier this month in its latest financial report.
Supporters are set to gain from the sponsorship, with the travel company promising ‘money-can’t-buy’ prizes, special promotions and exclusive content. To kick off the deal, Visit Maldives is offering fans the chance to win a five-night trip to the Maldives, including flights and accommodation.
Ibrahim Shiuree, CEO and Managing Director of Visit Maldives, stated: “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.”