July 23 – While the bulk of England’s Premier League clubs appear to be heading for pre-season in the US, Premier League Champions Liverpool are in Asia, powered by Japan Airlines, and are being given the extra-special treatment as JAL didn’t just transport the squad to Hong Kong and Yokohama; they delivered them with ‘omotenashi’ – that uniquely Japanese concept of exceptional hospitality that goes beyond service into genuine care.
This collaboration, which kicked off in 2024 as a multi-year global agreement covers both Liverpool’s men’s and women’s teams.
“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,” said Ben Latty, Liverpool’s chief commercial officer at the initial signing.
With nearly 25% of Liverpool’s 200 million-plus social media followers calling Asia home, the Reds see this as an opportunity to increase the fanbase on the back of the Premier League’s ever-increasing popularity.
What separates this from typical corporate tie-ups is the foundation work. JAL and the LFC Foundation launched youth football clinics, starting in Philadelphia last July and expanding into Asia this summer.
“This partnership will allow us to deepen connections with our customers and develop new relationships with Liverpool FC fans around the world,” said Junko Sakihara, JAL’s Deputy Senior Vice President.
“Through our partnership with the LFC Foundation, we are excited to make a lasting positive impact on young people around the world,” added Minako Kent, JAL’s Managing Director of Global Marketing.
The Asia leg features a sold-out match at Hong Kong’s new Kai Tak Stadium and a marquee fixture in Yokohama.
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