Country Branding - Mauritius LFC Commercial Partnership
The Government of Mauritius is deeply committed to enhancing and expanding the image of Mauritius as a prime tourism, investment and export destination, around the world. The devastating global impact of COVID-19 has only increased the importance of the country’s international branding strategy. Ensuring its success, will be vital to Mauritius’ immediate and future prosperity.
As part of this strategy, the Mauritius Tourism Promotion Authority inked a global three-year partnership deal with Liverpool Football Club (LFC) as the club’s official tourism and economic development partner, starting last month. This partnership deepens the relationship with LFC since the opening of LFC’s International Academy on the island in July 2019.
Mauritius is proud to have earned the opportunity to partner with LFC at this prestigious moment in the club’s long and illustrious history, and we are excited by the real advantages it will bring, now we have begun working together.
By making the best possible use of the marketing tools and initiatives to which Mauritius has access, the country will be able to accurately measure the positive impact of the rights activations and create significant lead generation and interest aligned with the country’s tourism and investment promotion goals.
LFC is an elite British club, winning its 19th league title early this year and becoming European Champions in 2019. LFC has become one the most avidly watched football teams globally, garnering a television audience of 871 million people annually and a digital footprint of more than 100 million connections across its respective digital platforms.
The Premier League is the most-watched sports league in the world with coverage in 212 territories to 643 million homes and a potential TV audience of 4.7 billion people.
LFC continues to expand its brand presence globally, and boasted 451 million internet connected followers globally in 2019. LFC will provide a marketing platform to appeal to this huge audience, using a host of marketing activities to attract new tourists and investment into the country.
Significant numbers of LFC’s internet connected followers are also present in the following markets, which are key to Mauritius tourism and investment sectors:
- Asia & Oceania - China, Hong Kong, India, Australia, Malaysia, Singapore & Thailand (227.5 Million fans)
- Europe - France, U.K, Germany, Switzerland, Italy, Spain, Austria, Netherland, Denmark, Norway & Sweden (32.2 Million fans)
- Africa - South Africa, Kenya & Madagascar (9.3 Million fans).
The Mauritian government is firmly focused on delivering the opportunities that will allow Mauritius, our businesses and people, to recover strongly and quickly from the global pandemic. It is critically important, now more than ever, that Mauritius remain a unique ‘Top of Mind’ tourism and business destination for audiences worldwide. Building a strong relationship and close association with our excellent and committed partners at LFC, and by successfully leveraging the far-reaching benefits this deal provides, this commercial arrangement will deliver a great return on the country‘s investment to both our people and businesses in the years ahead.
