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Garuda signs new deal with Liverpool
Garuda announced a new sponsorship deal with Liverpool Football Club on Monday, which will see the logo of the Indonesian flight carrier appear on the training outfits of the English soccer giant
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aruda announced a new sponsorship deal with Liverpool Football Club on Monday, which will see the logo of the Indonesian flight carrier appear on the training outfits of the English soccer giant.
President director of Garuda, Emirsyah Satar, told a press conference at Liverpool stadium that the new contract, which will be effective from June 2014 through to June 2016, was part of the airline company's bid to develop into a global player.
'As a global player we need a global brand like Liverpool. We chose Liverpool because their culture is in line with ours,' Emirsyah said.
Neither Garuda nor Liverpool would disclose the amount of the sponsorship contract.
'Sponsorships contribute a lot to the team, but the real value of sponsorship is how far our brand can reach. Garuda, with its global alliance, will help promote our brand,' Liverpool managing director Ian Ayre told the media conference.
Ayre said Liverpool's financial performance was on the rise, despite a £300 million (US$497 million) debt, but would need more funds to finance a rejuvenation of the club's stadium.
Emirsyah said the value of the partnership deal would remain confidential. 'The amount is reasonable. We have calculated it will help Garuda increase the number of international flight passengers,' Emirsyah said.
Garuda's international flight passengers rose by 11 percent last year compared to 2012 figures, and are expected to further increase by 15 percent this year. The new sponsorship deal will also increase the time that Garuda's logo appears on the light emitting diode (LED) screen at Liverpool's Anfield Stadium, from 6 minutes to 8 minutes, during every match the premiership side hosts during the 2014/2015 and 2015/2016 seasons, which will be broadcast all over the world.
In July last year, Garuda was part of Liverpool's pre-season tour to Asia, by becoming the English team's official airline partner in their visits to Jakarta, Melbourne and Bangkok.
'We saw many enthusiastic fans, not only in Jakarta but also in Thailand and Australia, watch Liverpool. We believe our partnership will help raise global awareness of Garuda Indonesia,' Emirsyah said.
He admits that he had no interest in soccer in the past; but since the company signed a sponsorship deal with Liverpool Football Club back in 2012, he has taken the sport seriously.
'I was not a football fan, but now I have to monitor every match Liverpool plays,' Emirsyah said.
He was among thousands of people who watched the Merseyside derby between Liverpool and its city rival Everton at Anfield on Tuesday, a day after the Indonesian flight carrier announced the renewal of its sponsorship contract with the club.
Like any other supporter of the Reds, Emirsyah expressed his delight that the English Premier League side's performance had improved since Garuda joined the army of sponsors for Liverpool.
'Alhamdulillah [praise God], Liverpool is moving up. However we are here not to help them perform better, but to strengthen our global image,' Emirsyah said.
Indeed Garuda meant business when it chose Liverpool over other prominent English Premier League clubs. 'Liverpool has the largest number of fans worldwide, including about 1.5 million in Indonesia,' said Emirsyah.
