Liverpool have just announced a new deal that could push them beyond the £300m mark in one crucial financial metric.
Under John Henry and Fenway Sports Group, Liverpool have pursued a sustainability-first model, preferring to invest in long-term projects than high-risk transfer splurges.
Their revenue has almost double over the last decade as a result,and the redevelopment of Anfield in recent year will only boost their coffers further.
Another crucial element of their strategy has been commercial income.
The club’s latest sponsorship deal is a big one and could see them hit new heights in terms of their commercial revenue next season.
Liverpool partner with Japan Airlines
Liverpool announced today (25 June) that they had struck a deal with Tokyo-headquartered Japan Airlines to become their official airline partner in a multi-year deal.
It is the first time Liverpool have had an airlines partner since 2019, when Malaysia Airlines were the club’s brand of choice.
No value was given for the deal, but it is likely to be worth eight figures over the entirety of the contract length.
Besides kit, front-of-shirt and sleeve deals, an airline partner is typically one of the most lucrative in a club’s sponsorship arsenal.
Man City’s partnership with Etihad, Newcastle’s with Saudia, Man United’s with Malaysia Airlines, and Arsenal’s with Emirates are all proportionately some of the largest deals around.
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Liverpool on course for record-breaking £300m commercial income
Liverpool earned £272m from sponsorship and merchandise sales in 2022-23, the last year for which full financial data is available.
That figure will have risen again by the time Liverpool release their 2023-24 accounts thanks to renewals with Standard Chartered and Anfield’s growth as a lucrative concert venue.
Now, the Japan Airlines deal will push them well over the £300m mark, which is a club record for Liverpool and is nearing the commercial milestones set by Man City and Man United in recent years.