From Malaysia Airlines’ global partnership with Manchester United, to Emirates’ long-standing relationship with Arsenal, the notion of airlines partnering with football club is not one that is new.
The most recent of these partnerships, formed between Japan Airlines and Liverpool football club in June of this year, has marked a significant milestone with the Japanese flag carrier opening a brand-new lounge at the clubs Anfield Stadium.
Officially opening hours ahead of Liverpool’s first home match of the English Premier League on August 25, 2024, this new lounge offers a unique experience which blends the excellence of Japanese hospitality with the excitement of English football.
Inspired by elements of Japanese nature and architecture, this can be seen through the use of timbers, soft lighting, and clean lines with modern contemporary furnishings throughout.
“We are thrilled to launch the Japan Airlines Lounge at Anfield, marking an initial key step in our multi-year partnership with Liverpool FC,” commented Junko Sakihara, deputy vice president of customer experience at Japan Airlines.
He continued: “This lounge uniquely blends Japanese hospitality with football, uniting two cultures that value tradition, excellence, and community. We look forward to building a strong connection between our brands.”
The lounge opening celebration included Japanese cocktails like the Yuzu Sour setting the tone for an evening of elegance. Guests were given a sense of the Japan Airlines Premium experience through a roving hospitality cart offering caviar and sake. To finish, a classic Japanese pairing of whisky and dessert was served. Personalised gifts including engraved chopsticks and luggage tags were given to commemorate the unveiling.
The new Japan Airlines Lounge, occupying the former 1892 hospitality space, will be open during Liverpool’s home matches.