Malaysia Airlines Celebrate Successful End to Partnership with Liverpool Football Club

London, 23 July 2019: Malaysia Airlines joins Liverpool Football Club to crown their successful season and celebrate their three-year partnership, which ended last month.

To thank all the fans who have been supportive throughout the journey, Malaysia Airlines together with Liverpool FC recently ran a competition to win a pair of tickets to Bali and Australia. Liverpool FC stars including Andy Robertson, Trent Alexander-Arnold and Rhian Brewster promoted the giveaway in a video message highlighting their travel tips. 

Malaysia Airlines became the Official Global Airline Partner of Liverpool FC in October 2016 to grow brand awareness in its home market, the rest of South East Asia and in the UK. Liverpool FC is one of the most widely-supported clubs in the world, enabling Malaysia Airlines to reach an international audience of more than one billion.  With one of the world’s largest and loyal fan bases, Liverpool FC became the most talked about sports club on global social media in the build-up to the UEFA Champions League final.

The partnership has been a huge success, earning Malaysia Airlines hundreds of hours of global on-screen time and extensive digital visibility to ensure that its world-famed quality of service and extensive route network are showcased to the world.

The partnership allowed Malaysia Airlines to promote its stunning destinations and flight network covering Malaysia, Southeast Asia and Australasia through eye-catching promotions on pitch-side LED banners as well as adverts in Liverpool FC’s official programmes. Malaysia Airlines was able to leverage Liverpool FC’s advanced digital platform upon which it advertised prominently.

One of many memorable moments of the partnership was when a special Malaysia Airlines A380 charter flew the Liverpool FC team from Manchester for their pre-season Tour matches in Hong Kong in 2017. It resulted in extensive positive media value worth over GBP 90m for the airline. It brought enormous pride to everyone within the company that Malaysia Airlines was able to showcase its Malaysian hospitality to the world of football and beyond.

In addition, Liverpool FC brought their two-day fan experience, known as LFC World, to Kuala Lumpur and Jakarta so that local fans could experience the club’s atmosphere first-hand. As part of this programme, Malaysia Airlines ran a “Unity in Passion” campaign, offering fans from South East Asia the chance to win an exclusive all-expenses paid, once-in-a-lifetime trip to compete and play on Anfield’s hallowed ground.

Another highpoint was Malaysia Airlines’ A350 maiden voyage between London and Kuala Lumpur in January 2018, for which Liverpool FC ambassadors Robbie Fowler and Ian Rush came to Heathrow Airport to celebrate. 

A final highlight will forever be captured in film; two of Liverpool FC’s all-time Legends – Robbie Fowler and John Barnes – visited destinations across Malaysia, including a special trip to a village in Sarawak where they enjoyed a wide range of cultural activities and culinary delights with their Malaysian hosts.    

Undoubtedly, this partnership has been a major success for both parties with Malaysia Airlines’ brand recognition skyrocketed to 61% amongst Liverpool FC supporters globally. 71% of the Liverpool FC fans said they would consider flying with Malaysia Airlines. 

As the three-year partnership drew to a close, Malaysia Airlines can be pleased to have cemented itself in the minds of football fans as a quality, premium carrier that offers excellence in the sky as well as on the ground while also showcasing the joys of Malaysia to the world.

Captain Izham Ismail, Chief Executive Officer at Malaysia Airlines, said: “We are extremely proud to have partnered and embarked on this journey with Liverpool Football Club over the past three years. This partnership between LFC and Malaysia Airlines has certainly fulfilled its promise and provided us the visibility and reach we set out to achieve. Both brands also have a long and illustrious history with similar culture rooted around a sense of family, as well as shared common values that have made this partnership a huge success.”

Malaysia Airlines operates twice daily between London and Kuala Lumpur on its Airbus A350. To take advantage of Malaysia Airlines’ great prices, guests can book their tickets at Malaysia Airlines’ participating travel agents or visit Malaysia Airlines’ website at www.malaysiaairlines.com