Malaysia Airlines has become the official global airline partner of Liverpool Football Club, a deal which includes advertising exposure for the carrier at Liverpool home games at Anfield Stadium and on the club’s website and social media.

Malaysia will also get LFC merchandising rights and the ability to use the club’s players to represent the airline as ambassadors. The carrier is using the partnership to get Malaysian football players access to football clinics with LFC International Academy coaches.

Peter Bellew, Chief Executive Officer of Malaysia Airlines said, “We are delighted to welcome Liverpool FC to the Malaysia Airlines family.  Both brands have a long and illustrious history with similar cultures rooted around a sense of family.  Liverpool FC is one of the most followed clubs in the world, including around 100 million in South East Asia and 40 million in China, our key markets. ”

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.”

Other partnerships between football clubs and airlines include Manchester United and Russian carrier Aeroflot; Arsenal and Emirates; Chelsea and Delta Air Lines; and Manchester City and Etihad Airways.