Liverpool FC and Japan Airlines agree multi-year deal

Liverpool Football Club (LFC) and Japan Airlines (JAL) have announced a global, multi-year partnership deal that will see the award-winning airline become the club’s official airline partner.

The partnership, which covers both the men’s and women’s LFC teams, will see LFC and JAL work together to support and complement their global growth plans, leveraging their respective strengths to grow their global footprints.

As part of this partnership, Japan Airlines will collaborate closely with LFC Foundation, the club’s charity arm, on key community initiatives across global markets.

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.

LFC fans will have the chance to win match tickets, signed memorabilia, and a trip to Liverpool through fan promotions. JAL Mileage Bank members will also stand a chance to access exclusive VIP experiences at Anfield, the club’s home ground.

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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.”

Junko Sakihara, Deputy Senior Vice-president of 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, also 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.”