Liverpool Takes Flight With Latest Multi-year Deal

25 Jun 2024 | Rory Jones

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Liverpool FC has inked a multi-year agreement with Japan Airlines (JAL).

As per the agreement, JAL becomes the Premier League football club’s official airline partner.

The partnership with the Japanese flag carrier ends the Reds’ five-year hiatus in the airline sponsorship category, after the club’s previous deal with Malaysia Airlines ended in 2019.

Liverpool’s partnership with Garuda Indonesia between 2014 and 2016 was reportedly worth £7m over its duration.

The deal covers both Liverpool’s men’s and women’s teams, and will see JAL launch community initiatives with the LFC Foundation.

The Reds x @JAL_Official_jp ✈️ pic.twitter.com/Piw795WOi3
— Liverpool FC (@LFC) June 25, 2024

In partnering with Liverpool, JAL will aim to Leverage the global reach of one of the largest football clubs, which recently revealed that it is the most-engaged Premier League club, generating 1.5 billion fan engagements throughout the 2023/24 season.

Ben Latty, Chief Commercial Officer at Liverpool, said, “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.”

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.”

Earlier this week, Liverpool announced that the team would adopt the Liver Bird logo across its social media platforms, website and mobile app from the upcoming 2024/25 season. The logo, which has featured on the club’s kits since 2012, will be used in a digital and TV context, although the team’s official crest will remain ‘an integral part’ of its brand identity.