Liverpool FC has named Japan Airlines (JAL) the club’s official airline partner for the men’s and women’s teams in a multi-year agreement.

Under the deal, Liverpool will work alongside JAL on key community initiatives across global markets, aiming to empower and inspire both local and global communities.

The first of these initiatives will be apparent in July, with the airline supporting a youth football clinic in conjunction with the Merseyside club’s international pre-season match, which will be held in Philadelphia, US.

Supporters will have the opportunity to win prizes, including match tickets, signed memorabilia and a trip to Liverpool through fan promotions. Additionally, the airline’s Mileage Bank members will have a chance to access exclusive VIP experiences at Anfield.

Ben Latty, Chief Commercial Officer at Liverpool, commented: “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.”

Furthermore, the partnership looks to help Liverpool continue the work it has done in reducing its carbon footprint, as well as helping JAL in its own sustainability goals. 

Sustainability has been a priority for Liverpool in recent years. In April, the club revealed that it leads the Premier League in sustainability in its recent ‘The Red Way’ 2022/23 season report

Junko Sakihara, Deputy Senior Vice-President of customer experience at JAL, 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.”

This deal also aligns with recent partnerships the club has made this year, with an apparent push to establish its brand across Asia. Liverpool secured its first retail partnership in South Korea with Over the Pitch in April and established an official retail partnership with All Star Partners in China last year.

Minako Kent, Managing Director of Global Marketing at JAL, stated: “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.”

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