Premier League outfit Liverpool has announced the extension of the deal with Standard Chartered for the next four years as the Principal Sponsor of the top-flight English football club.
The British MNC banking and financial services company’s brand will continue to be in front of the red shirt with relationship extending to the end of the 2022-23 season. The partnership began in 2010, making it the second-longest sponsorship deal in Reds history.
Billy Hogan, managing director and chief commercial officer at LFC, said, “As a club we’re very proud to have Standard Chartered renew their relationship for another four years. Our connection runs deep, it means more than just sponsorship, from the outset it has been about working together with the club and our communities and supporters around the world.
“Importantly, it also means we are able to support our ambitions on the pitch and compete with the best in the world. We have enjoyed many highlights of this relationship so far and I look forward to many more.”
Bill Winters, group chief executive at Standard Chartered, said, “Liverpool FC is one of the world’s best-known football clubs and we are proud to be associated with them. It is a fantastic club that shares many of our values and is hugely popular across our global footprint.
“Our partnership has provided valuable support to the charitable initiatives close to our hearts and has helped us to further engage with our clients and staff as well as with LFC fans. We are excited to be able to continue this partnership, and look forward to building on our successful relationship.”
Peter Moore, the Reds’ chief executive officer, added, “It’s great to see what shared values in a partnership like this can really achieve and how our supporters at home and around the world can feel the positive impact of our relationship. I look forward to seeing this long-standing connection with Standard Chartered flourish even further.”
The bank, since the beginning of the alliance, has reached more than 37million people across LFC platforms highlighting the UN’s Global Goals programme, had more than 4,000 children participate in its soccer clinics, and for its annual ‘Perfect Match’ game – where LFC players swap the Standard Chartered logo on their shirts for the Seeing is Believing logo – fans have helped to raised almost USD 500,000 to tackle avoidable blindness, states the official release.
The Reds have further added that the partnership has also reached almost 140,000 Reds supporters with LFC World, presented by Standard Chartered – an interactive fan experience which began in 2016 and brings fans around the world a little closer to Anfield. LFC World has visited seven destinations across the last two seasons, including Hong Kong, Singapore, Kuala Lumpur, Shanghai, Mumbai, Jakarta and, most recently, Dubai. The bank has also donated nearly 500 match tickets to the local community through Liverpool FC’s Red Neighbours programme over the last two seasons.
Liverpool is gearing up for the run to their sixth-title against Spanish giants Real Madrid in UEFA Champions League finals on May 27 in Kiev, Ukraine. The squad has finished fourth with 75 points in 2017-18 Premier League behind Tottenham Hotspur.