Rush: Liverpool will support Maldives in achieving its targets

Former Liverpool FC legend, Ian James Rush, citing the club’s partnership with Maldives Marketing and Public Relations Corporation (MMPRC) is not just about tourism, but also shared values on sustainability and protecting the planet, states Liverpool FC will support Maldives in achieving its targets under the campaign.  

Maldivian President Dr. Mohamed Muizzu kicked off the Maldives tourism promotion campaign in collaboration with Liverpool FC as a part of a co-branded initiative between the football club and MMPRC at the club’s home stadium, Anfield, on Wednesday night.

Welsh football player Rush, who met the President during the event, shared the picture he took with the President on Instagram.

In his post, Rush said the partnership between Liverpool FC and MMPRC is not just about tourism, but also shared values, particularly around sustainability and protecting the planet.

In this regard, Rush underscored that MMPRC is dedicated to protecting Maldives’ 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.

As such, Rush said, Liverpool FC, through this partnership, will collaborate with MMPRC to support these initiatives, leveraging the club’s award-winning sustainability program.

The collaboration between Liverpool FC and MMPRC launches a global campaign spanning three and a half years, designed to amplify brand visibility and inspire more travelers to visit the Maldives.

The strategic partnership between MMPRC and Liverpool FC goes beyond visibility—it aims to increase visitor arrivals, strengthen Maldives' global presence, and generate substantial economic benefits for the country.

Liverpool FC has approximately 500 million supporters across the world.

Apart from UK-based activations, MMPRC is planning targeted campaigns with official Liverpool FC Supporters Clubs in key source markets such as Europe, the Middle East, India, and China. With 316 official LFC Supporters Clubs across 100 countries, this collaboration is expected to generate substantial global exposure for the Maldives.

The campaign will also feature a variety of digital marketing initiatives, also including appearances by Liverpool FC legends, interactive fan zones, joint events at global trade shows, and other engaging activations.

MMPRC states the partnership with LFC is expected to bring over 100,000 new visitors to the Maldives in 2025, generating an estimated USD 200 million in tourism revenue. 

While a total of USD 2.5 million has been invested in the project, MMPRC projects a return on investment (ROI) exceeding 20 times the initial investment annually.