Liverpool FC, Japan Airlines fly together under a new multi-year agreement

Liverpool and Japan Airlines will collaborate to support their ambitious worldwide expansion objectives, utilising their respective strengths to expand their global footprints.

The Premier League (PL) team, Liverpool Football Club (LFC) have inked a multi-year global partnership with the flag carrier of Japan, Japan Airlines (JAL).

As part of the deal, the award-winning airline has been named the club’s official airline partner.

The agreement, which includes both the men’s and women’s teams, will see the two organisations collaborate to support and reinforce their ambitious worldwide expansion objectives, utilising their respective strengths to expand their global footprints.

Ben Latty, Chief Commercial Officer at LFC, 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.”

With almost 1.5 billion fan engagements on social media, LFC are the most-seen club with 11.9 billion views, making it the most engaged Premier League team. In terms of domestic league and cup matches, the Liverpool-based club is the most-watched European football team worldwide, drawing in hundreds of millions of supporters from over 330 official Liverpool supporter clubs worldwide.

Additionally, Japan Airlines and the LFC Foundation will work closely together on vital community activities in several international markets.

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.”

Notably, the first effort will begin in July, with the airline funding a kid’s football clinic in connection with LFC’s international pre-season match in Philadelphia, Pennsylvania, on the United States’ east coast.

Furthermore, fans will be able to win match tickets, signed memorabilia, and a trip to Liverpool via fan promotions. JAL Mileage Bank members will also be able to access unique VIP experiences at Anfield.

This collaboration highlights LFC and Japan Airlines’ common conviction in the power of sport and travel to empower and interact, producing a lasting beneficial influence on people of all ages and communities throughout the world.

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