Liverpool FC agrees multi-year deal with Japan Airlines

Liverpool FC signs multi-year partnership agreement with Japan Airlines. Tony McDonough reports

Japan Airlines
Japan Airlines is part of the Oneworld Alliance of 15 airlines


Japan Airlines is now the official airline partner of Liverpool FC after the two businesses signed a multi-year agreement for an undisclosed sum.

This partnership extends to both LFC’s men’s and women’s teams. Part of the Oneworld Alliance, a US company that includes 15 airlines, Japan Airlines operates a fleet of 227 aircraft across 64 countries.

As part of this deal, Japan Airlines will collaborate with LFC Foundation on key community initiatives across global markets. It will start by supporting a youth football clinic during the club’s pre-season US tour.

Japan Airlines (JAL) is keen to get exposure to the Liverpool FC global fanbase. The club boasts 1.5bn fan engagements on social media and is the most viewed Premier League club with 11.9bn views.

LFC is also the most watched European football club globally across domestic and league cup fixtures, with hundreds of millions of fans and more than 330 Official Liverpool Supporters Clubs across the world.

Ben Latty, chief commercial officer at Liverpool FC, said: “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, left, of Japan Airlines, with Ben Patty of Liverpool FC. Picture from Liverpool FC


LFC fans around the world 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.

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Junko Sakihara, deputy senior vice president – customer experience at JAL, 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.”

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