Liverpool confirms major new sponsorship with Arne Slot to receive fresh cash injection

Liverpool FC has struck a significant sponsorship deal with Japan Air (JAL), announcing a global partnership that sees the prestigious company become the Reds' official airline partner, a title last held by Malaysia Airlines until 2019.

This move builds on Liverpool's strategy to enhance its commercial revenue streams, following a previous airline partnership with Garuda Indonesia from 2014 to 2016, which was worth around $8.9m (£7.0m/€8.3m) over its duration.

While the financial details of the JAL agreement remain under wraps, it's clear that this partnership is another sign of Liverpool's ambition to compete commercially with other leading clubs including Manchester City. This was evidenced by its impressive commercial revenue figures for the 2022/23 financial year, which reached $345.9m (£272.5m/€322.4m).

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Ben Latty, Liverpool's chief commercial officer, expressed his enthusiasm about the new alliance. "We are delighted to welcome Japan Airlines onboard," he said. "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."

Part of this collaboration involves Japan Airlines working together with LFC Foundation on crucial community initiatives across international markets, the aim being to drive community empowerment and inspiration. The first initiative is set to launch in July. Japan Airlines will extend its support to a youth football clinic tied in to LFC's international pre-season match due to take place in Philadelphia on the US East Coast.

Supporters stand the chance to nab match tickets, signed memorabilia, and even win a trip to Liverpool through fan promotions. VIP experiences at Anfield will also be within grasp exclusively for JAL Mileage Bank members.

Liverpool's global appeal continues to soar as it remains a top choice for elite, blue-chip brands seeking worldwide recognition. The Reds boast the highest engagement rate in the Premier League, with more than 1.5 billion fan interactions on social media platforms and the most viewed club content with 11.9 billion views.

Additionally, they hold the title of the most-watched European football club globally across domestic and league cup fixtures, attracting hundreds of millions of supporters and maintaining over 330 Official Liverpool Supporters Clubs worldwide. Expectations are high for more commercial partnerships to be unveiled in the weeks to come as the Reds leverage their powerful brand ahead of the upcoming season.