Japan Airlines (JAL) Teams Up With Liverpool FC

Premier League club Liverpool FC and Japan Airlines?(JAL) have announced a global multi-year collaboration that will make the airline the club’s official airline partner.

The deal comes five years after Liverpool FC’s similar arrangement with Malaysian Airlines ended in 2019, and sees the two organisations teaming up to support each other in their global growth plans.

Under the partnership that involves both the men’s and women’s teams, Japan Airlines will work with the LFC Foundation on community initiatives globally, starting in July this year, with the carrier poised to support a youth football clinic around Liverpool’s pre-season match in Philadelphia, US.

The deal also entails engagement efforts such as fan competitions to win match tickets, signed memorabilia, and a trip to Liverpool. JAL Mileage Bank members will also have the chance to win exclusive VIP experiences at the club’s?Anfield stadium.

Following the deal, 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. 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.”

Junko Sakihara, Deputy Senior Vice-President, Customer Experience at Japan Airlines, added, “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.”

According to ASN data, football is the top backed sport in the Asian sponsorship market since Q321 for the airline category, with a 29% share and investment of??almost US$117.5m. As for Japan Airlines (6.6%, US$27.2m+) is the 5thhighest spender for its category, however, its spends from Q421, has ranged between almost US$1.2m and US$1.7m+, figures below the carrier’s quarterly average of almost US$2.4m since Q321. The carrier’s main football deals in Asia have included??J League team Consadole Sapporo (US$475k) and J2 League team Shimuzu S-Pulse (US$1.3m+).

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This article was first published in ASN's June 2024 no. 4 newswire.