What the new contract signed with Japan Airlines brings

Made official this Monday by the club and its new sponsor, the Liverpool club has just signed a multi-year agreement with Japan Airlinesmaking the Japanese company its official airline partner. This contract is the first in the airline sector in five years and the end of the agreement previously made with Malaysia Airlines until 2019.

Sponsorship worth more or less €4 million annually for Liverpool

According to estimates, this new partnership would bring in between 3.5 and 4.5 million euros annually for the Liverpool team. A substantial sum for a sponsor who will not have a presence on the jersey, but it remains lower than the club’s oldest agreement with Garuda Indonesia, between 2014 and 2016 which brought in the equivalent of 8.5 million euros. But at the time, the company was a more premium partner, placed at the front of training tunics.

The big English clubs all have an airline as a sponsor

This partnership comes in a context of intense competition between major European clubs to attract international sponsors. Thus the rivals of Manchester United are associated with Malaysia Airlines, those of City with Etihad, Arsenal with Emirates, as for Chelsea it counted Oman Air among its sponsors but the collaboration suddenly ended in the spring, without official reason given.