The English Premier League (EPL) club today revealed that Malaysia Airlines (MAS) have come on board as the club’s official global airline partner, on a three-year deal.

“Liverpool and Malaysia have always shared a special passion for football – when we visited Malaysia on our pre-season tour in 2011 and 2015, the reception was incredible.

“The partnership is a reflection of this bond and we are very much looking forward to a bright future working with Malaysia Airlines,” LFC Chief Commercial Officer Billy Hogan said in an official statement published on the LFC website.

MAS CEO Peter Bellew said that LFC will go a long way in strengthening the airline’s brand in the UK.

”We’re 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 followers in South East Asia and 40 million in China, our key markets,” Bellew said.

This is not the first time that Malaysia Airlines have gotten involved in a sponsorship or endorsement deal with an EPL club.

In 2011, then Premiership side Queens Park Rangers signed a multi-million dollar two-year shirt sponsorship deal jointly with MAS and AirAsia.

According to the statement, Malaysia Airlines was established nearly 80 years ago when the Liverpool-based Ocean Steamship Company partnered with the Straits Steamship Company.