Liverpool Football Club (Liverpool FC) and Japan Airlines (JAL) have entered a global, multi-year partnership that will see the airline become the club’s official airline partner.
This partnership, which extends to both the men’s and women’s teams, will see both organisations work together to support and complement their ambitious global growth plans, leveraging their respective strengths to grow their global footprints.
It also reflects their shared belief in the power of sport and travel to inspire and connect to leave a lasting positive impact on individuals of all ages and communities around the world.
As part of this partnership, JAL will work closely with the LFC Foundation on key community initiatives across global markets and looks forward to a shared journey of community empowerment and inspiring moments.
The first initiative will kick off in July, with the airline supporting a youth football clinic in conjunction with Liverpool FC’s international pre-season match held in Philadelphia on the US East Coast. Fans will have the chance to win match tickets, signed memorabilia and even a trip to Liverpool through fan promotions. Additionally, JAL Mileage Bank members will be able to access exclusive VIP experiences at Anfield Stadium.
Ben Latty, chief commercial officer at Liverpool FC, shared: “The partnership will create opportunities for fans to engage with the club through unique activations and experiences.
“Partnering with Japan Airlines is another major step forward in our club’s strategy to expand our international presence and engage more deeply with our diverse and dedicated global fanbase.”
Minako Kent, managing director of global marketing at Japan Airlines, added: “Japan Airlines and Liverpool FC share a deep commitment to nurturing multinational talent, investing in youth development, and supporting the communities we serve. Through our partnership with the LFC Foundation, we are excited to expand these efforts and make a lasting positive impact on young people around the world.”
Liverpool FC is the most engaged club in the Premier League with over 1.5 billion fan engagements on social and the most viewed club on socials with 11.9 billion views. It is also the most watched European football club globally across domestic and league cup fixtures, with hundreds of millions of fans and over 330 Official Liverpool Supporters Clubs across the globe.
During his career, Chavy has held leadership positions with groups such as Travel+Leisure, Mövenpick, and Hilton.
He has held key positions in some of the group’s most prestigious properties during his tenure.
Who are the members of EATOF and why was it formed?
Aloft Singapore Novena stands tall among strips of old-time shophouses and along the Balestier Heritage Trail, with the Sun Yat Sen Nanyang Memorial Hall as its neighbour. This area is loved by locals for several famous eateries that specialise in favourites like chicken rice, roast duck, bak kut teh pork ribs soup, and tau sar piah traditional Teochew mung bean paste pastry.
While the hotel may appear far from Singapore’s main shopping and commercial zones on the map, it is not, as the hotel offers free shuttles to Novena MRT Station, which connects hotel guests quickly to leisure and business centres.
Accommodation
Part of the mixed-use commercial complex Zhongshan Park, Aloft Singapore Novena occupies two towers and packs in 785 rooms, including four suites. Guests have their pick of twin, queen, king and triple options, making the hotel popular among business travellers and holidaying families.
While rooms range from 18m² to 23m² in size, ceilings rise 3.45m in the East Wing and 3.3m in the West Wing – much higher than most hotel rooms in the city-state. Japanese interior designer KKS, which has a knack for maximising use of spaces, cleverly crafted beds with storage area underneath for suitcases and bay windows where guests can rest and enjoy the views outside.
There is also a selection of rooms with outdoor patio.
I spent a night in an Urban King room in the West Wing. This room was flooded by natural light, yet double-glazed windows kept the Singapore heat out wonderfully – a feature that speaks to the crucial energy conservation movement. Furnishing is practical – numerous charging points with traditional sockets and USB points at sensible locations by the bed and desk, and bathrooms with plentiful hooks and just enough space on the vanity for toiletry pouches and beauty knick-knacks.
The Urban King room also comes with a customised armchair that converts into a single bed by the bay window.
I had a chance to take a look at the other room types across the hotel, and all are similarly furnished – practical, with welcoming colours, and a good sense of space due to the high ceiling.
For guests whose intention is to get out and make the most of their time in Singapore, these rooms are ideal for resting and recharging.
F&B
The hotel has two main restaurants. 21 on Rajah, a halal-certified restaurant that specialises in Mediterranean and South-east Asian cuisine, needs little introduction among local Muslim diners who love its good buffet spread for lunch and dinner.
Yuè @ Aloft, the other main dining venue, presents Chinese cuisine and fresh seafood, with names of dishes inspired by popular karaoke songs.
There is also the W XYZ bar in the lobby, which serves an extensive drink menu and bar bites. On Friday evenings, this venue turns into a music lounge that features budding local bands and musicians, and draws both hotel guests and locals residing in the area.
Recognising the many gourmet lures in its vicinity, the hotel gladly points guests in the direction of eateries not to be missed and replaces its in-room dining service with a convenient 24-hour snack station, Re:fuel. Here, guests can pick up chips, chocolates and cup noodles.
Facilities
Since its rebranding, the property has become a lot more colourful and youthful – all in alignment with the Aloft brand that targets modern travellers who favour a vibrant and sociable environment during their stays.
The lobbies in both wings are colourful, with overhead digital artworks that depict iconic scenes and landmarks in Singapore. Music plays in the background all day, so no matter the time of day one checks into the hotel, there is always a sense of activity.
Public spaces in the hotel are designed accordingly to cater to guests who wish to mix and mingle – the business centre is open, without restrictive enclosures, and blends into other seating areas in the lobby. When W XYZ bar is packed out, guests can take any of these seats and enjoy their favourite tipple.
Guests have access to two gyms (one in each wing), an outdoor swimming pool plus children’s wading pool along with a large sun deck and generous supply of loungers, and launderettes in both wings. The gym in the West Wing deserves a special mention – it comes with an outdoor workout area, equipped with a hanging punching bag.
Both wings come with manicured lawns that are popular with private events.
Service
The laidback, youthful character of the brand is reflected in its service standards. Hotel associates are dressed in stylish pants and vests over gingham shirts with rolled-up sleeves – not stuffy suits and ties. While they come in all ages, they share a common energetic vibe. They are smiley, casual – and definitely polite – and always ready to strike up a conversation.
Verdict
Aloft Singapore Novena will score with travellers who love hotels in meaningful addresses and surroundings to explore on foot as well as fuss-free top-notch comfort.
Contact details
Website: www.marriott.com/en-us/hotels/sinnv-aloft-singapore-novena/