Liverpool FC announce first official airline partnership since 2019

Liverpool FC have announced a significant global, multi-year partnership with Japan Airlines (JAL), establishing the airline as the club's official airline partner.

This collaboration encompasses both the men's and women's teams and aims to support the ambitious global growth plans of both organisations.

Ben Latty, Liverpool FC's Chief Commercial Officer, expressed his enthusiasm for the agreement on the official website. He said, "We are delighted to welcome Japan Airlines onboard. LFC and JAL are two premium market leaders, recognised for their winning mentality and shared commitment to connecting with either fans or flyers and communities worldwide."

Latty highlighted the alignment of global ambitions between the football club and the airline, combining "the passion and heritage of one of the world’s most-storied football clubs with the exceptional service and reach of Japan’s premier airline."

First airline partnership in five years

This new collaboration marks Liverpool FC’s first official airline partnership since the end of their agreement with Malaysia Airlines in 2019. The Reds had previously partnered with Garuda Indonesia from 2014 to 2016 in a deal worth £7 million.

The value of this new deal has not been announced publicly but comes at a time when the club continues to be a magnet for major brands seeking global exposure.

The club boasts over 1.5 billion fan engagements on social media, making it the most-engaged club in the Premier League. With 11.9 billion social media views, Liverpool FC is also the most-viewed club on socials and the most-watched European football club globally across domestic league and cup fixtures.

The club has hundreds of millions of fans and over 330 Official Liverpool Supporters Clubs worldwide.

Unique fan-engagement opportunities

The partnership will create unique opportunities for fans to engage with the club through various activations and experiences.

Japan Airlines will work closely with the LFC Foundation on key community initiatives across global markets, aiming to empower communities and create inspiring moments.

Junko Sakihara, Deputy Senior Vice-President - Customer Experience at Japan Airlines, explained, "This partnership is significant for us because it will allow us to deepen connections with our customers and develop new relationships with Liverpool FC fans around the world.

"We feel incredibly fortunate to be embarking on this exciting journey with Liverpool FC and LFC Foundation."

Investment in youth development

The first initiative under this partnership is scheduled for July, featuring a youth football clinic in conjunction with Liverpool FC's international pre-season match in Philadelphia on the US East Coast.

Fans will have the chance to win match tickets, signed memorabilia, and a trip to Liverpool through various fan promotions. JAL Mileage Bank members will also have access to exclusive VIP experiences at Anfield.

Minako Kent, Managing Director of Global Marketing at Japan Airlines, added, "Japan Airlines and Liverpool FC share a deep commitment to nurturing multinational talent, investing in youth development, and supporting the communities we serve.

"Through our partnership with LFC Foundation, we are excited to expand these efforts and make a lasting positive impact on young people around the world."

As Liverpool FC drives forward its commercial revenues, this partnership with Japan Airlines is a pivotal step in expanding the club's international presence and engaging more deeply with its diverse global fanbase.

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