English Premier League (EPL) soccer side Liverpool, and Japan Airlines (JAL), have announced a global multi-year tie-up that will make the airline the club’s official airline partner.
The deal, which covers both Liverpool's men’s and women’s teams, will see the two organizations collaborating to support each other in their global growth plans.
As part of the partnership, Japan Airlines will work with the LFC Foundation on community initiatives globally, starting in July this year, with the airline set to support a youth football clinic around Liverpool's pre-season match in Philadelphia, US.
Also involved in the deal will be fan competitions to win match tickets, signed memorabilia, and a trip to Liverpool. JAL Mileage Bank members will also have the chance to win exclusive VIP experiences at the club's Anfield stadium.
Ben Latty, chief commercial officer at Liverpool, has said: “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.
“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, 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.”
Earlier this month, LFC appointed agency Beyond Hospitality to deliver the club’s latest hospitality offering at its iconic Anfield stadium.
As the exclusive official sales agent of the new venue, titled the Founders Lounge, Beyond Hospitality will offer sales packages for the luxury box offering across its points of sale network.
Other major club sponsors include Standard Chartered, NIKE, Expedia, and AXA.
Meanwhile, German top-flight side Eintracht Frankfurt and German sportswear giant adidas are set to partner from the 2025-26 season.
The two organizations have initially agreed on a five-year kit supply deal, covering both the men's and women's senior and youth teams from July 1, 2025.
The deal has been reported by German media as being worth €25 million ($26.8 million) over the five years.
Frankfurt will continue to use Nike, Adidas' fierce rivals, as a kit supplier for the 2024-25 season in conjunction with 11teamsports. Nike's previous deal with Eintracht was struck in June 2018, running through the 2023-24 Bundesliga season.
Eintracht last wore Adidas kits between 1974 and 1978 and between 1980 and 1987.
Last month the German club announced a new technical partnership with telecommunications giant Deutsche Telekom, who are set to support Eintracht’s digital business expansion in an initial contract that will run through the end of June 2025.
Eintracht finished sixth in the 18-team Bundesliga last season.
