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Liverpool FC has announced a new global partnership with Japan Airlines (JAL), making the airline the official partner for both the men’s and women’s teams.

This collaboration aims to support the ambitious global growth plans of both organizations and sees both parties enter into a multi-year partnership.

The Reds have been very active in securing partnership deals over the last few months, as they continue to look for revenue streams to compete with the likes of Manchester City and co.

Standard Chartered is a long-time sponsor since 2012 and continues to be involved with the Reds and the various community outreach projects.

At end of last year, Carlsberg also renewed their partnership with the Anfield club.

Liverpool’s commercial director, Ben Latty, has been fairly busy negotiating sponsorships and partnerships – including an initiative by the club to strengthen its commercial presence in the Middle East and Africa.

Latty has been looking to employ a strategy that focuses on secure, selected, high-profile deals rather than a more scattergun approach.

And it seems that it is starting to pay dividends judging by the commercial earnings Liverpool brought in during the 2022/23 year

How much could Liverpool earn after Japan Airline announcement?

According to the Liverpool Echo, Liverpool earned £272.5m in the 2022/23 campaign as a result of commercial deals.

This is said to be a £25m increase compared to the previous 2021/22 campaign.

While the value of the Japan Airline partnership is not yet made available, it is the first time the club is having a sponsor of this nature since the end of their partnership with Malaysia Airlines in 2019.

The Reds and airline Garuda Indonesia partnered from 2014 to 2016?

The two-year agreement was reportedly valued at about £7m to the Reds throughout its term.

So, one can only image, with how Liverpool have emerged as a global force since 2016, that the deal with Japan airline is considerably more than that of Garuda Indonesia.

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.”

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