Liverpool Football Club and the Barbados Tourism Authority (BTA) have joined forces and today announced a two-year partnership that will run until the end of the 2015-16 Barclays Premier League season.
The organisation becomes an official tourism partner of LFC, which will see the BTA promote the lush Caribbean island to the Reds' global fan base, with a focus on engaging with fans in the UK, North America, Europe, the Caribbean and Latin America.
The BTA's partnership with the club will aid expansion of its already strong global sporting ties. Barbados boasts the legacy of hosting a number of world-class sports events, including the 2006 PGA World Golf Championship, the 2010 ICC Twenty20 cricket finals, as well as the popular Barbados Football Legends Tournament, which in 2013 saw a team of ex-Liverpool players - including club ambassador Robbie Fowler, Neil Mellor and Stan Collymore - join forces against legends from Manchester United and Arsenal, among others.
To kick-start the partnership, Devon Chase, the acting senior business development manager of the BTA, travelled to the home of the Reds to enjoy the club's first game of the season against Southampton. Chase met with Fowler and the club's sales director, Olly Dale, and got a taste of the atmosphere of Anfield on matchday.
To celebrate the alliance, Liverpool fans will be introduced to a slice of the island's charm and given the opportunity to taste the flavours of traditional Bajan cuisine at a special 'Taste of Barbados' event.
The pop-up Barbados experience will take place at Anfield's Family Park at the home game against Aston Villa on Saturday September 13. Fans can expect delicious food, Caribbean beats from the steel band, dance performances and much more.
Commenting on the new partnership, Billy Hogan, chief commercial officer at Liverpool FC, said: "The new partnership with the Barbados Tourism Authority is really exciting for the club and our fans.
"As well as us being able to engage with fans in the Caribbean, tapping into what is already a nation of sports lovers, our global followers will get the chance to win tickets to games as well as once-in-a-lifetime holidays, courtesy of our new partner.
"We want to work with BTA to help promote the many attributes of Barbados to our global followers, and help increase the numbers of visiting fans to the island."
Petra Roach, the BTA's interim president and CEO, added: "We're very excited to be joining the Liverpool FC family and with such a large contingent of Liverpool fans on the island, it's going to be quite a welcome for them.
"Barbados is one of the UK's most desired holiday destinations, while Liverpool FC is one of the UK's most respected football clubs - so the partnership has real synergy and will give us an exciting opportunity to spread the word about our fabulous island even further."