Anfield men net £90m sponsorship extension
LIVERPOOL Football Club and Standard Chartered Bank have announced a three-year extension to their main sponsor agreement in a deal believed to be worth £90m.
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 shirts of the Anfield side for the last five seasons.
Financial terms of the three year deal were not disclosed but reports suggest it could be worth £90m over the term.
Following an extension of the partnership in 2013, the sponsorship has now been extended further to run until May 30, 2019.
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.
Liverpool FC’s chief commercial officer Billy Hogan 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 opportunity.
“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.”
Standard Chartered group chief executive Peter Sands 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.”
Since 2010, Standard Chartered and Liverpool FC have used their partnership to support a number of the bank’s award-winning sustainability and community investment programmes.
