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Liverpool pull off financial masterstroke again with sponsorship announcement

Connor is a professional sports writer from Liverpool, UK. He currently writes for Breaking Media Limited on liverpoolnews247.com, as well as other sites. Connor is soon to have a Masters degree in Sports Journalism from Liverpool John Moores and will soon be NCTJ qualified. He has previously worked for the Liverpool ECHO and Planet Sport. Connor comes from a split Liverpool and Everton family but fell in love with Liverpool after a trip to Anfield when he was a child. He recently attended Jurgen Klopp's last trophy win in the Carabao Cup final in 2024.

Published on:

25 Jun 2024, 12:15 pm

Liverpool have announced a global sponsorship deal with Japan Airlines to become the club's official airline partner according to the Liverpool ECHO.

The multi-year partnership with Japan Airlines (JAL) will help Liverpool improve commercial revenues.

Announced on the club's official website in February, Liverpool recorded £272.5m commercial revenue for the 2022/23 financial year, a £25 million increase to the previous year.

The Reds have not had an airline partnership since the end of their association with Malaysia Airlines in 2019 but this latest update coming so soon after the news of commercial revenue for 2022/23 is fantastic news and another masterstroke commercially.

What the deal means for Liverpool

Liverpool are continuing to expand their commercial growth as they look to challenge Premier League rivals such as Manchester City.

The partnership will allow the club to expand their global reach in the commercial market.

The announcement explained how JAI will collaborate with the LFC Foundation on key community initiatives across global markets, which include putting on a youth football clinic at Liverpool's first pre-season match in Philadelphia.

At a time when Profit and Sustainability rules and Financial Fair Play regulations continue to dominate the headlines, it is great to see the club still making such positive strides to improve their commercial income.

Especially because, despite the upturn in commercial revenue, the Reds recorded a £9m loss for the 2022/23 financial year.

But the return of Champions League football to Anfield next season and the announcement of the JAI partnership is another positive step in the right direction financially.

Fenway Sports Group have always strove for financial stability and continue to capitalise on the club's brand strength.

In other Liverpool news, Norwich City eye Liverpool youngster Bobby Clark as European clubs circle.

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