Malaysia Airlines has formed a major new partnership with Liverpool Football Club.
The national carrier today struck a deal to become the club’s “Official Global Airline Partner”. This will see Malaysia Airlines’ branding promoted at Anfield for every Liverpool home game, as well as on the club’s website, publications and Facebook page. The two companies will also look into co-branding opportunities, including merchandising and experiences like meet-and-greets with players.
The airline will also be able to use Liverpool players as “ambassadors” in its own marketing campaigns.
“We are delighted to welcome Liverpool FC to the Malaysia Airlines family,” said Peter Bellew, CEO of Malaysia Airlines. “Both brands have a long and illustrious history with similar cultures rooted around a sense of family.
“Liverpool FC is one of the most followed clubs in the world, including around 100 million in Southeast Asia and 40 million in China, our key markets. Additionally, the partnership will go a long way in increasing awareness of Malaysia, as a tourist destination, to a huge global audience,” he added.
Liverpool has won 60 trophies in its 124-year history, including 18 league titles, seven FA Cups and five European Cups, making it one of England’s most successful clubs.
“Liverpool and Malaysia have always shared a special passion for football; when we visited Malaysia on our pre-season tour in 2011 and 2015, the reception was incredible. The partnership is a reflection of this bond and we are very much looking forward to a bright future working with Malaysia Airlines,” said Billy Hogan, chief commercial officer of Liverpool FC.
In addition to the commercial arrangements, the partnership will also have an impact on football development. Malaysia Airlines will have access to football clinics, enabling the airline to provide young Malaysian players with access to international standard coaching, following the same curriculum that is delivered to Liverpool’s players.