MMPRC Defends Liverpool Deal Amid MVR 27M Loss, Promises Reform and Global Impact

The Maldives Marketing and Public Relations Corporation (MMPRC) has responded to mounting public concern and a damning Majlis report with a detailed statement defending its controversial MVR 23 million partnership with Liverpool FC, despite posting a MVR 27 million financial loss this year.

In an official statement issued on Wednesday, MMPRC acknowledged “staggering” accumulated losses of over MVR 203 million from 2020 to 2023 — a period it says largely contributed to the corporation’s current debt crisis. However, the national destination marketing body emphasized that “meaningful steps” have been taken in the past year to reform spending and strengthen performance.

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Among the measures highlighted were:

• A 10% reduction in recurrent expenses;
• A cut in the number of global PR agencies from 21 to 6, saving over MVR 4 million;
• A massive restructuring of trade show spending, which previously consumed 80% of the budget, now brought down to 34%;
• And 21 active global campaigns, including dollar-for-dollar co-investments with major airlines and tour operators worth over MVR 10 million.

The corporation defended its marketing strategy as essential in a fiercely competitive tourism landscape, especially as rival destinations receive far more government support. It pointed to record-breaking tourism performance — over 2 million arrivals and USD 4.7 billion in receipts in 2024 — and signs of strong recovery in key markets like India, which saw a dramatic rebound from -39% to +4% YoY.

“Google Trends indicates a 1000% increase in searches for the Maldives in Europe and Asia,” MMPRC noted, adding that upcoming projects such as a global campaign with Liverpool FC, a Local Brand Ambassador program, and joint airline promotions are designed to sustain momentum.

Still, concerns remain over the transparency and cost-effectiveness of the Liverpool deal. The three-year partnership, launched in March 2025 and set to run until 2028, is aimed at enhancing the Maldives’ visibility through Liverpool FC’s global brand. But critics argue that the campaign has disproportionately amplified the football club’s branding over the Maldives’ own and failed to deliver tangible promotional returns.

The Majlis State-Owned Enterprises Committee report revealed that MMPRC paid MVR 23 million to Liverpool this year alone, even while suffering a MVR 27 million deficit. The full cost of the multi-year contract remains undisclosed.

The report also cited massive unresolved liabilities totaling MVR 1.5 billion from the resort leasing corruption scandal between 2013–2015, involving top political figures such as former President Abdulla Yameen and former Vice President Ahmed Adeeb. The scandal continues to undermine MMPRC’s credibility and financial recovery.

Despite these challenges, MMPRC insists it is entering a “transformative” phase. It is banking on high-impact video activations, a newly opened international airport terminal, and enhanced airline frequencies to sustain growth.

The corporation promises to publish audited financials for 2024 at its upcoming Annual General Meeting, saying the numbers will reflect “financial stability, reform, and the new direction MMPRC is taking in both governance and branding.”