LIVERPOOL: Champions League finalists Liverpool has extended its partnership with main sponsor Standard Chartered, ensuring that the bank’s logo will be seen on their jersey until the 2022-23 season.
This is said to be the second-longest sponsorship deal in the history of Liverpool’s existence, as this partnership began in 2010.
Through this sponsorship, Standard Chartered has reached more than 37 million people across Liverpool’s platforms highlighting the UN’s Global Goals programme and have had more than 4,000 children participate in its soccer clinics.
For its annual ‘Perfect Match’ game, where Liverpool players swap the Standard Chartered logo on their shirts for the Seeing is Believing logo, fans have helped to raised almost $500,000 to tackle avoidable blindness.
To make Liverpool a global brand, Standard Chartered teamed up with it to introduce LFC World in 2016, an interactive fan experience which brings them closer to the happenings at Anfield. After visiting seven destinations across two seasons such as Mumbai, Hong Kong, Singapore, Kuala Lumpur, Shanghai, Jakarta and, most recently, Dubai, almost 140,000 Liverpool supporters were reached out to.
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.
Billy Hogan, Liverpool’s managing director and chief commercial officer commented on the development: “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, CEO of 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.”