Visit Maldives Corporation (VMC), in partnership with Liverpool Football Club (LFC), has launched a global campaign titled “Penalty to Paradise”, blending the competitive drama of football with the aspirational appeal of luxury travel. The four-month initiative, running from October 2025 through January 2026, is designed to engage fans worldwide while reinforcing the Maldives’ position as a leading leisure and lifestyle destination.
The campaign centres on a sudden-death penalty shootout involving LFC Members. According to VMC, a single missed shot results in elimination, with the stakes rising each round. The final contestant will be awarded an exclusive trip to the Maldives.
To sustain engagement throughout the campaign, VMC confirmed that side challenges will offer Maldives-themed prizes and unique experiences. These supplementary activities are intended to broaden participation and deepen fan involvement.
Additional member-only features include behind-the-scenes content and interactive engagement opportunities, crafted to bring supporters closer to both the club and the destination. The campaign will be promoted across all Liverpool FC digital platforms, including Instagram, Facebook, X, TikTok, YouTube, and the club’s official website, liverpoolfc.com.
“Penalty to Paradise showcases the Maldives in a unique way, blending sport, lifestyle, and destination storytelling,” said Ibrahim Shiuree, Chief Executive Officer and Managing Director 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 initiative builds on the strategic partnership between Visit Maldives Corporation and Liverpool FC, which commenced in March 2025. As the club’s Official Tourist Destination Partner for the 2025-2028 seasons, the Maldives brand has gained prominent visibility, lighting up Anfield Stadium through premium LED branding and reaching millions of fans across live matches and digital platforms.
VMC stated that the winner of the competition will be announced in December, marking the culmination of a campaign that unites the fervour of football with the serenity of a tropical escape.