Standard Chartered banks on Liverpool for a further 4 years in £160m deal

May 24 – Liverpool has renewed main sponsor Standard Chartered for a further four years to the end of the 2022/23 season in a reported £160 million deal. The partnership which began in 2010, will be the second longest sponsorship in the club’s history.

The new deal is reckoned to be a £10 million per season increase on the previous agreement, reflecting Liverpool vastly improved performance on the pitch that has driven the club’s global brand. The sponsorship is on a par with Arsenal’s recently agreed 5-year £200 million shirt sponsorship with Emirates.

Billy Hogan (pictured left), managing director and chief commercial officer at Liverpool said: “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.”

Standard Chartered does not have an extensive UK retail banking operation but has rather focussed its sponsorship on communicating in Asia. Standard Chartered has 1,000 branches across 60 global markets.

The Standard Chartered sponsorship is reckoned to have reached more than 37 million people across Liverpool’s media platforms highlighting the UN’s Global Goals programme.  It has also seen more than 4,000 children participate in its football clinics. For its annual ‘Perfect Match’ game – where Liverpool players swap the Standard Chartered logo on their shirts for the Seeing is Believing logo – almost $500,000 has been raised to tackle avoidable blindness.

Standard Chartered is the presenting partner of LFC World, an interactive fan experience which began in 2016 and which has visited seven destinations across the last two seasons including Hong Kong, Singapore, Kuala Lumpur, Shanghai, Mumbai, Jakarta and most recently, Dubai.

Bill Winters (pictured right), Group Chief Executive, 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.”

Contact the writer of this story at moc.l1711615705labto1711615705ofdlr1711615705owedi1711615705sni@n1711615705osloh1711615705cin.l1711615705uap1711615705