Visit Maldives Corporation (VMC), in partnership with Liverpool Football Club (LFC), has launched an innovative new campaign titled “Penalty to Paradise”, combining the thrill of football with the allure of luxury travel. Running from October 2025 to January 2026, the four-month campaign will engage football fans globally while reinforcing the Maldives’ position as a leading leisure and lifestyle destination.
The competition will feature LFC Members competing in a sudden-death penalty shootout format, where a single missed penalty means elimination. With each round, the stakes rise, culminating in the final contestant winning an exclusive trip to the Maldives.
Alongside the main competition, side challenges will keep members engaged, offering Maldives-themed prizes and unique experiences. The campaign also features member-only engagement activities and behind-the-scenes content designed to bring fans closer to both the club and the Maldives.
The campaign will be amplified across all LFC digital platforms, including Instagram, Facebook, X, TikTok, YouTube, and liverpoolfc.com.
“Penalty to Paradise showcases the Maldives in a unique way, blending sport, lifestyle, and destination storytelling,” said Ibrahim Shiuree, CEO & MD of Visit Maldives Corporation. “By partnering with one of the world’s most iconic football clubs, we connect the Maldives with a passionate global fanbase, particularly in the UK, which remains one of our strongest markets.”
The campaign builds on Visit Maldives Corporation’s dynamic global partnership with Liverpool FC, which officially began in March 2025. As the club’s Official Tourist Destination Partner for the 2025–2028 seasons, the Maldives brand has gained unmatched visibility, lighting up Anfield Stadium through premium LED branding and reaching millions of fans worldwide across live matches and digital platforms. The winner of the competition will be announced in December, marking the finale of an exciting campaign that connects fans of the beautiful game with the ultimate paradise getaway.
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