Liverpool Announces Major Sponsorship Deal With Japan Airlines

Liverpool has announced the signing of a multi-year sponsorship deal with Japan Airlines (JAL). The global partnership sees the carrier become the club’s official airline partner, something that the club haven’t had since the end of their partnership with Malaysia Airlines in 2019.

From 2014 to 2016 the Reds had a partnership with airline Garuda Indonesia, a two-year deal which at the time was reported to be worth some £7m to the Reds over the life of the deal.

Commercials Unknown

The value of the new deal with Japan Airlines has not been made public, but it adds another official partner to the club’s growing list to enable them to continue to drive forward commercial revenues to try and keep pace with rivals such as Manchester City.

Liverpool’s commercial revenues for the 2022/23 financial year stood at £272.5m, £25m higher than the previous season, a trend of growth that the club is targeting for the long term.

Ben Latty, chief commercial officer at Liverpool, 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.

“This partnership aligns our global ambitions, 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. The partnership will create opportunities for fans to engage with the club through unique activations and experiences.

“Partnering with Japan Airlines is another major step forward in our club’s strategy to expand our international presence and engage more deeply with our diverse and dedicated global fanbase.”

Terms of Reference

As part of this partnership, Japan Airlines will collaborate closely with the LFC Foundation on key community initiatives across global markets and look forward to a shared journey of community empowerment and inspiring moments.

The first initiative will kick off in July, with the airline supporting a youth football clinic in conjunction with LFC’s international pre-season match held in Philadelphia on the US East Coast.

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

Junko Sakihara, deputy senior vice president – customer experience at Japan Airlines, said: “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.”

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."

Liverpool continues to be a huge draw for major, blue-chip brands looking for global exposure.. The Reds are the most engaged club in the Premier League with over 1.5 billion fan engagements on social and the most viewed club on socials with 11.9 billion views. They are also the most watched European football club globally across domestic and league cup fixtures, with hundreds of millions of fans and over 330 Official Liverpool Supporters Clubs across the globe, according to club figures.

More commercial deals are expected to be announced in the coming weeks ahead of the new season as the Reds continue to capitalise on their brand strength.