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Liverpool takes flight with Malaysia Airlines

English Premier League football club Liverpool has entered into a global partnership with Malaysia Airlines.

The three-year deal covers the 2016-17 to 2018-19 seasons and names Malaysia Airlines as the club’s official global airline partner. Indonesian airline Garuda previously served in this role.

Financial terms of the agreement were not disclosed, although the Channel News Asia website reported that Malaysia Airlines’ chief executive, Peter Bellew, said the deal would be worth “well under 10 per cent of the advertising budget for the year”.

Bellew added in a statement: “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 followers in Southeast Asia and 40 million in China, our key markets.

“Additionally, Liverpool FC will go a long way in strengthening our brand in the UK, our gateway to Europe.”