Africa: Mauritius looks to spotlight country as a tourism haven as it inks branding deal with Liverpool Football Club

Liverpool , Mauritius

The Mauritius Government has signed a branding deal with premier league champion, Liverpool Football Club in a bid to spotlight the country as a preferred tourism destination in Africa and the world.

According to, he Government says it 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.

The deal with Liverpool Football Club (LFC) is part of this strategy, said a statement.

This partnership also 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,” a statement said.

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,” it said.

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); and
Africa – South Africa, Kenya and Madagascar (9.3 million fans).


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