Liverpool land £4m+ windfall after deal agreed - sources

James holds a degree in Sports Journalism and Communications (MA) from the Real Madrid Graduate School. He has experience working for a number of local news outlets as well as the Sunday Mirror and Real Madrid TV. James is from Scunthorpe and has an affinity with Scunthorpe United, but is also a huge West Ham supporter and an expert on all things to do with the Hammers. He started working for Breaking Media in July 2023, initially writing on the Club Sites, where he specialised in West Ham content, before moving to Football Insider – where he is now an expert in football finance, speaking regularly with Stefan Borson and Keith Wyness to generate high-quality content in all things related to finance in the Premier League, Football League, and Scottish Premiership.

Published on:

03 Jul 2024, 6:48 am

Liverpool will earn up to £4million a year from their new commercial deal with Japan Airlines, sources have told Football Insider.

The Merseyside giants confirmed they have signed a multi-year deal with the Japanese airline as they look to continue increasing their commercial revenue.

The agreement sees the Asian company become Liverpool’s first airline partner since their deal with Malaysia Airlines came to an end in 2019.

Sports business expert Lukasz Baczek exclusively revealed to Football Insider the deal with Japan Airlines is expected to be worth between £3-4million a year.

That figure is in a similar region to the £3.5million-a-year deal Liverpool previously secured with airline Garuda Indonesia between 2014 and 2016.

Liverpool looking to bridge gap on Man City commercial revenue

It has become increasingly popular for top Premier League and European clubs to agree sponsorship deals with airline companies to help boost their commercial revenues.

Sources have told Football Insider Liverpool’s latest agreement with Japan Airlines is geared more towards driving engagement towards the brand as opposed to securing fans in the Asian country.

The deal is believed to be slightly lower than what Manchester United earn from their agreement with Malaysia Airlines, but it is higher than Chelsea's recently-terminated £3million deal with Oman Air.

Liverpool and their fellow Premier League sides are looking to keep pace with Manchester City after they raked in £341.4million in commercial revenue in 2022-23.

The English champions are aided by the £80million annual contribution they receive from Abu Dhabi’s Etihad Airways as part of their stadium naming rights and kit deal.

Despite Liverpool’s commercial revenue rising by £25million in their latest accounts, they still lagged behind Man City after bringing in £272million last year.

The Merseysiders are looking to continue sourcing new income streams after their overall revenue remained static at £594million in 2022-23.

In other news, Liverpool ready to pounce on defender twist as direct talks revealed.

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