Liverpool FC and Japan Airlines Activate Travel, CSR, and Retail Synergies in Asia.

Roger Hampel

Image: Liverpool FC

Liverpool FC has officially begun its 2025 pre-season tour in Asia, with Japan Airlines (JAL) fulfilling its role as the club’s official airline partner. The collaboration, initially signed in 2024 as a multi-year global partnership, is now entering a new operational phase, underscored by travel and hospitality activations in Hong Kong and Yokohama.

Pre-Season Mobility and Hospitality Support

On July 22, Japan Airlines publicly confirmed it had flown the Liverpool men’s squad to Asia for their tour matches. The airline shared a post highlighting its role in transporting the team to Hong Kong and Yokohama, reinforcing the partnership’s central focus: high-quality global mobility. JAL noted its pride in offering “omotenashi” — the Japanese concept of exceptional hospitality — as part of the club’s travel experience.

“We’re thrilled to be flying Liverpool Football Club to their pre-season tour… ensuring they’re rested and ready for their Asia tour to Hong Kong and Yokohama,” the airline stated.

The partnership includes support for the club’s wider commercial and sporting objectives in Asia, a market identified by Liverpool FC as one of strategic priority due to its large and active fanbase.

Background of the Multi-Year Partnership

The global agreement between Liverpool FC and Japan Airlines was first announced in 2024. It established JAL as the club’s official airline partner across both the men’s and women’s teams, with a scope covering branding, global visibility, fan engagement, and CSR alignment with the LFC Foundation.

“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, Chief Commercial Officer at Liverpool FC, during the initial signing.

The airline’s role goes beyond travel coordination. Under the terms of the agreement, JAL also works alongside the club on purpose-led initiatives, including youth development and community engagement in key markets.

Foundation and CSR Programs Liverpool FC Japan Airlines

In alignment with both organizations’ social impact goals, Japan Airlines and the LFC Foundation are collaborating on global community initiatives. The first initiative launched in July 2024: a youth football clinic in Philadelphia, tied to Liverpool’s pre-season match in the United States. Similar programs are expected to follow in 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, Deputy Senior Vice President at Japan Airlines.

“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, Managing Director of Global Marketing at JAL.

Strategic Market Synergies

The 2025 Asia tour presents an opportunity to activate commercial touchpoints in key growth markets for both Liverpool FC and Japan Airlines. The Premier League club has identified Asia as home to nearly 25% of its 200 million+ social media followers. Japan Airlines, meanwhile, leverages the collaboration to build brand affinity among Liverpool’s global fanbase and connect with younger audiences.

The Asia leg of the tour includes a sold-out match at the newly opened Kai Tak Stadium in Hong Kong and a high-profile fixture in Yokohama. JAL’s visibility is expected to increase throughout the tour, with further activations, fan promotions, and VIP experiences planned for later stages of the season.