Malaysia Airlines has become official global airline partner for Liverpool Football Club.
The deal will see the carrier promoted at all home games at the club's Anfield ground, on the club's website and social media outlets and through co-branding and merchandising.
The airline will also have access to players to be featured as ambassadors and in all related communication material.
The agreement is claimed to allow Malaysia Airlines to reach an international audience of more than one billion, especially in key markets such as China where Liverpool reportedly attracts around 40 million followers.
The carrier's chief executive Peter Bellew 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. Additionally, the partnership will go a long way in increasing awareness of Malaysia, as a tourist destination, to a huge global audience."
The tie-in is being promoted with a special £399 London to Kuala Lumpur return fare available until October 17 for travel until March 31 next year.
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