Reds renew Standard Chartered deal
21st Apr 2015
Liverpool Football Club and Standard Chartered Bank are pleased to announce a
three-year extension to their main sponsor agreement, taking the bank's partnership with
the club through to the end of the 2018-19 season.
The bank originally signed up as the club's main sponsor in July 2010, and the
Standard Chartered logo has now appeared on the front of the Reds' shirts for the last
Following an extension of the partnership in 2013, the sponsorship has now been
extended further to run until May 30, 2019. Financial terms of the agreement remain
Over the last five years, Standard Chartered and Liverpool FC have used their
partnership to support a number of the bank's award-winning sustainability and community
The annual 'Perfect Match' game - where LFC players swap the Standard Chartered
logo on their shirts for the Seeing is Believing logo - has raised more than USD340,000 to
tackle avoidable blindness.
Sir John Peace Chairman of Standard Chartered (3rd L) and Ian
Ayre, Chief Executive of Liverpool Football Club (4th L) pose with Kenny Dalglish (L), Non
Executive Director, Ian Rush L.F.C. Ambassador (R), Tracy Clarke, Director Compliance,
People and Communications (2nd L) and Peter Sands, (2nd R) Group Chief Executive from
Standared Chartered Bank as Liverpool FC and Standard Chartered Bank announce a three year
extension to the main sponsor agreement on April 21, 2015 in London, England.
The sponsorship has also allowed the bank to leverage the club's impressive social
media presence to educate and share awareness on HIV/AIDS on successive World AIDS Days,
supporting the bank's Living with HIV programme.
|| The sponsorship has enabled the bank
to connect with customers, clients and staff around the world, through money-can't-buy
opportunities such as the Liverpool legend-led soccer clinics which have reached more than
3,500 children across 16 of the bank's markets, and the Standard Chartered Trophy. This
annual five-a-side football tournament provides teams from around the world with the
opportunity to play at Anfield.
Retail banking campaigns and promotions across markets including Thailand, Korea,
Malaysia, Indonesia, Hong Kong and Brunei further demonstrate the power of the sponsorship
to engage existing and potential customers and improve brand awareness.
Billy Hogan, Liverpool FC's chief commercial officer, said: "This extension
further demonstrates the great strength of our long-term relationship and the success of
our partnership with Standard Chartered.
"The sponsorship of the Liverpool shirt is extremely prestigious and only five
brands will have adorned the shirt in the 40 years since we created the sponsorship
"At the end of this term we will have been working in partnership with
Standard Chartered for almost a decade and we continue to collaborate on our shared
values, passion and commitment to the community."
Peter Sands, group chief executive, Standard Chartered PLC, said: "Liverpool
Football Club is a fantastic club and hugely popular across our global footprint.
"Over the last five years our partnership has allowed us to deepen our
engagement with our customers, clients and staff, and has provided valuable support to the
charitable initiatives close to our hearts.
"We are very pleased to be able to continue this collaboration, and look
forward to what we can achieve together in the future."
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