Malaysia Airlines scores with Liverpool FC global partnership
Monday, 12 Oct, 2016
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Malaysia Airlines has struck a deal to become the global airline partner for English Premier League club Liverpool FC.
A three-year global partnership has been signed which will see Malaysia Airlines’ branding at Anfield stadium during Liverpool games and also on the club website, in publications, social media and on official Liverpool FC merchandise.
"MAB allocated less than 10% of our advertising and promotional budget for this cooperation. Liverpool FC is one of the most followed clubs in the world, including around 100 million followers in South East Asia and 40 million in China, our key markets," CEO Peter Bellew said.
"The partnership will go a long way in increasing awareness of Malaysia, as a tourist destination, to a huge global audience."
LFC chief commercial officer Billy Hogan said: "Liverpool and Malaysia have always shared a special passion for football; when we visited Malaysia on our pre-season tour in 2011 and 2015, the reception was incredible. The partnership is a reflection of this bond and we are very much looking forward to a bright future working with Malaysia Airlines."
The deal replaces a similar marketing partnership Liverpool FC had with fellow Southeast Asian flag carrier Garuda Indonesia which ended this year.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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