Standard Chartered Bank has signed a 4 - year sponsorship deal with Liverpool FC to become the club’s main sponsor.
The agreement will see the bank’s name and logo appear on the Liverpool shirt from July 2010 till the end of the 2013-2014 season.
As the official club sponsor, Standard Chartered will enjoy a major rights package which will provide the platform to significantly step up the bank’s brand awareness across its core markets in Asia, Africa and the Middle East.
Peter Sands, group chief executive of Standard Chartered Plc, said “This is a great partnership. We are excited to be working with such a famous global brand as Liverpool Football Club for the next four years. This is an outstanding opportunity for Standard Chartered, our customers and shareholders, and for Liverpool, its players and fans"
“We see many opportunities to continue growing our business, particularly as Asia, Africa and the Middle East are emerging from the global downturn more quickly than the West. This sponsorship will drive a step change in brand recognition in our key markets and will provide an additional catalyst for our business growth.”
Liverpool FC is the most successful club in English football, enjoying a global following most recently evidenced in its highly successful pre-season tour of Singapore and Thailand.
The bank has more than doubled its revenue and profits over the last five years and has performed consistently well, delivering record results throughout the recent financial crisis.
Christian Purslow, managing director, Liverpool Football Club, commented that “This partnership brings together two highly successful organisations with a really strong cultural and strategic fit. The sponsorship opportunity attracted a huge level of interest from a wide array of globally recognised brands and in Standard Chartered we believe we have the ideal partner to move forward and help develop our global ambitions for the club. It is a real sign of the progress we have made at Liverpool that we have been able to secure the largest ever commercial deal in our history.”