Japan Airlines (JAL) Backs World Athletics Championships Tokyo 25

Japan Airlines (JAL) has become an official backer for the much anticipated World Athletics Championships Tokyo 25 from September 13 to 21.  

The pivotal partnership see the Japanese carrier play a key role in backing the lead-up and throughout the prestigious athletics championships in Tokyo’s National Stadium, which returns to the city after 34 years. 

 As an official backer, Japan Airlines is poised to play a key role in ensuring the seamless and efficient transportation of over 2,000 athletes from over 200 countries, along with officials and other vital stakeholders, to the host city.

Besides playing a crucial role in logistical support, the partnership also focuses on initiatives to inspire the next generation of youth to pursue their track and field dreams as they catch world-class action from elite athletes.  

Sebastian Coe, President of World Athletics, enthused, “We are delighted to have Japan Airlines sign on as an official supplier for our World Championships this summer, transporting athletes and key stakeholders to the vibrant city of Tokyo. As an organisation focused on innovation and pushing boundaries, Japan Airlines is a natural fit for World Athletics as we look to continue growing our ever-expanding group of partners and suppliers, with a sharp focus on those who share common goals and values with us, particularly the critical role athletes play in our sport, and who also work every day to reach new heights, speeds and distances.”

Mitsuko Tottori, President & Group CEO of Japan Airlines, added, “We are honoured to be a part of World Athletics and welcome athletes and fans from around the world at the World Athletics Championships Tokyo 25 in September. This global event showcases the spirit of pushing beyond limits, and we hope it inspires young people in Japan to take that first courageous step toward the world. By sharing the excitement of the genuine ultimate stage with young people, we aim to keep standing as a backbone of Japan’s youth wishing to challenge themselves on the world stage.”

According to ASN data, Japan Airlines (3.3%, US$15m+) is the 6^th largest investor for its category in the Asian sponsorship market since Q322, with an average quarterly investment of almost US$1.4m during this period. The forecast for Q225 is tipped to hit US$1.6m+, about 17.8% above the usual average, after a muted Q125 seeing a mere spend of US$273k, its lowest spend during this period.  The deals include an array of partnerships with various Japanese national sporting associations worth between US$54k and US$394k, while its biggest deals are in football with Liverpool FC (~US$1.1m)  and J1 League club  Shimizu S-Pulse (~US$1.4m).