Standard Chartered clinches Liverpool deal
INTERNATIONAL banking group Standard Chartered will become the main sponsor of Liverpool FC after signing a mammoth four-year deal.
The club record agreement, which begins in July, runs to the end of the 2013-14 season and will end Liverpool’s 17-year association with Danish brewer Carlsberg.
Terms of the deal were not disclosed though reports speculated that it could be worth as much as £80m over the life of the contract.
Standard Chartered, which has operations around the world, is the latest major financial company to seek to raise its profile through football sponsorship, US financial giant Aon recently agreed a major deal with Manchester United to replace US insurer AIG.
Christian Purslow, managing director of Liverpool FC said the partnership brought together “two highly successful organisations.”
It will help Liverpool raise its profile in lucrative Asian markets, as well as in Africa and the Middle East, he added.
“Many branches in these countries will effectively be a shop window for Liverpool football club and a means of attracting more supporters to the cause,” Mr Purslow said.
