Contract details
Start date:
End date:
Status:
2016
2019
Official global airline partner
Leagues and Tournaments:
Liverpool FC and Malaysia Airlines: A Three-Year Global Partnership
On October 11, 2016, Liverpool FC signed a three-year global partnership with Malaysia Airlines, making the airline the official global airline partner of the club. The collaboration aimed to bring Anfield closer to the club’s passionate fanbase in Malaysia and Southeast Asia while expanding Malaysia Airlines’ brand recognition worldwide.
We are now the global airline partner of Liverpool FC. #LFC https://t.co/WU0yNgc3r0 pic.twitter.com/5WHETCuVpF
— Malaysia Airlines (@MAS) October 26, 2016
Strategic Goals of the Partnership
The sponsorship deal was designed to:
- Enhance Malaysia Airlines’ visibility in the UK, Southeast Asia, and globally
- Leverage Liverpool FC’s massive international fanbase for brand promotion
- Utilize the club’s digital and stadium advertising platforms to showcase the airline’s destinations and services
With Liverpool FC being one of the most followed football clubs in the world, the partnership allowed Malaysia Airlines to tap into an audience exceeding one billion through both traditional and digital marketing channels.
Key Highlights of the Liverpool FC – Malaysia Airlines Partnership
Chartered Flights and Global Visibility
One of the most memorable moments of the partnership came in 2017, when Malaysia Airlines arranged a special A380 charter flight to transport the Liverpool FC squad from Manchester to Hong Kong for their pre-season tour. This generated extensive global media exposure valued at over £90 million, significantly boosting the airline’s brand visibility in international markets.
Digital Campaigns and Fan Engagement
Malaysia Airlines capitalized on Liverpool FC’s digital platforms to:
- Promote its extensive flight network across Malaysia, Southeast Asia, and Australasia
- Advertise through pitch-side LED banners and matchday programs
- Run engaging social media contests to interact with fans
In 2018, Malaysia Airlines launched the “Unity in Passion” campaign, offering South East Asian fans a once-in-a-lifetime opportunity to play at Anfield. This initiative strengthened fan engagement and reinforced Malaysia Airlines’ brand presence among football enthusiasts.
LFC World and Brand Exposure in Southeast Asia
Liverpool FC extended its LFC World fan experience to Kuala Lumpur and Jakarta, allowing local fans to experience the club’s culture firsthand. As part of this event, Malaysia Airlines ran exclusive promotions and campaigns, further solidifying its connection with the Southeast Asian market.
Celebrating the Airline’s Milestones with Liverpool FC Legends
In January 2018, Liverpool FC ambassadors Robbie Fowler and Ian Rush attended Malaysia Airlines’ first A350 flight from London to Kuala Lumpur, celebrating the airline’s commitment to innovation and excellence.
Additionally, Liverpool FC legends Robbie Fowler and John Barnes traveled across Malaysia, visiting local communities and immersing themselves in traditional Malaysian culture. This campaign showcased Malaysia’s tourism appeal while strengthening the emotional connection between Liverpool FC supporters and the airline.
The Impact of the Partnership on Malaysia Airlines’ Brand Recognition
The collaboration with Liverpool FC delivered remarkable results for Malaysia Airlines:
- 61% increase in brand recognition among Liverpool FC fans globally
- 71% of Liverpool FC supporters stated they would consider flying with Malaysia Airlines
- Hundreds of hours of global on-screen exposure, solidifying its reputation as a premium carrier
Through innovative campaigns, exclusive experiences, and global reach, Malaysia Airlines successfully positioned itself as a world-class airline while strengthening its connection with football fans.
The Conclusion of a Successful Partnership
The three-year agreement between Liverpool FC and Malaysia Airlines ended in June 2019. To celebrate the success of their collaboration, Malaysia Airlines launched a giveaway offering fans flights to Bali and Australia, with Liverpool FC stars Andy Robertson, Trent Alexander-Arnold, and Rhian Brewster promoting the contest in a video featuring their travel tips.
By the end of the partnership, Malaysia Airlines had achieved its goal of becoming a recognizable airline among global football fans, successfully leveraging the power of sports sponsorship to enhance its market presence.
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