Liverpool have agreed ‘£20m’ deal after ‘surprise’ development – Keith Wyness
Everton’s former chief Keith Wyness has claimed Liverpool’s new partnership with Japan Airlines could be worth “£10-20million”.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – insisted he was “surprised” the Reds went five years without an official airline partner.
Liverpool announced on Tuesday (25 June) that they have agreed a “global, multi-year partnership” with Japan Airlines.
No value has been announced, but the Merseysiders claim the deal will “complement the ambitious global growth plans” of both organisations by “leveraging their respective strengths to grow their global footprints”.
Liverpool haven’t had an official airline partner since the end of their agreement with Malaysia Airlines in 2019.
The Reds took in commercial revenues of £272.5million in the 2022-23 financial year, £25million higher than the previous season.
Liverpool could bank £20m from new Japan Airlines deal, says Wyness
Wyness told Football Insider‘s Insider Track podcast: “I’m surprised they hadn’t had an airline partner for the last five years.
“Given Liverpool’s strength in Asia, this seems like a no-brainer. I’m pleased to see them get this deal done.
“They’ve kept the scale of it quiet, I don’t think it’ll be too big – it’s not a front-of-shirt deal.
“It’s an interesting one, and I’d like to see the activation process – and whether there could be more friendly games in Japan in future.
“A lot of this deal will come from assets-in-kind, with tickets and other assets Liverpool will take advantage of.
“But in terms of value, I would’ve thought it would be around the £10-20million mark.
“A lot of that value will come in match tickets, visits to Japan from ex-players, and other activations. In the coming days, I’m sure more details will come out.”
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