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Liverpool FC and Japan Airlines Partnership

Liverpool FC and Japan Airlines Partnership - 

Liverpool FC has signed an innovative global multi-year partnership with Japan Airlines (JAL). The men's and women’s teams have agreed to this collaboration, illustrating shared commitment towards global growth and community engagement.

A Partnership of Excellence

Ben Latty, Chief Commercial Officer at Liverpool FC commented - 

We are delighted to welcome Japan Airlines onboard. LFC and JAL are two premium market leaders, recognized 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.”

There were more than 1.5 billion social media engagements involving Liverpool FC last year, making it English football's most-engaged club across its digital platforms. It is also number one among clubs when it comes to views on social media having amassed over 11.9 billion views. On top of that, based on a huge fan base amounting hundreds of millions and over 330 Official Liverpool Supporters Clubs around the globe on a domestic league and cup competitions LFC is Europe's most-watched football brand.

Global Fan Connection

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.” explained Junko Sakihara‚ Deputy Senior Vice-President – Customer Experience at Japan Airlines.

The Japanese airline will partner with the LFC Foundation to deliver key community programs in global markets that empower communities and create moments of inspiration.

Minako Kent, Managing Director of Global Marketing at Japan Airlines, said: 

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.”

Engaging Fans and Empowering Communities

The first initiative under this partnership is set to launch in July, with Japan Airlines supporting a youth football clinic in conjunction with LFC’s international pre-season match held in Philadelphia, USA. Fans can win tickets, signed memorabilia as well as trips to Liverpool. JAL Mileage Bank members will also have access to exclusive VIP experiences at Anfield.

This partnership epitomizes the shared belief between Liverpool FC and Japan Airlines about sport and travel—how it can inspire, connect lives globally and perpetually impact individuals and societies.

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28 June 2024