Standard Chartered and Joie expand Liverpool deals to take women’s shirt positions

July 19 – Liverpool’s women’s team, currently on tour with the men in the US, has announced tour sponsor Joie as their principal partner as well Standard Chartered as their main shirt sponsor.

Both Joie and Standard Chartered are sponsors of the men’s team. Standard Chartered began in 2010 with Liverpool and last renewed in 2018 that takes them through to 2023.

Baby gear brand Joie will have a logo position on the tail of the women’s shirt, (formerly occupied by Standard Chartered) and designated as Official Family Partner of Liverpool FC Women.

Peter Moore, Chief Executive, Liverpool Football Club and Chairman, LFC Women said: “It’s fantastic to see that Standard Chartered is strengthening its involvement with the LFC Women’s team. And for a family focused brand like Joie, it’s also a very positive message to see them investing in both the women’s and men’s teams, and hugely positive to see brands continuing to back diverse and inclusive organisations. We’re very pleased we can count on their support.”

Joie is already activating its sponsorship on the women’s tour in the US, taking four members of the team to visit the Michiana Echo Under 12’s players and deliver a special coaching session with the girls.

David Welsh, senior managing director at Joie, said: “At Joie we are all about families, and we’re delighted to expand our support of the Liverpool FC family to the LFC Women’s team. We look forward to continuing our partnership together, supporting families in need and inspiring the next generation of LFC fans.”

It is an expansion of a club partnership that has similar logic for Standard Chartered. Emma Sheller, global head of brand and marketing at Standard Chartered, said: “Nearly 50% of our employees are women and Diversity and Inclusion underpins the Bank’s values. The popularity of women’s football is on the rise – as we’ve just witnessed with the recent Women’s World Cup – and Standard Chartered is excited to be expanding our existing relationship with Liverpool FC Women and work with these elite athletes on some really meaningful partnerships over the next few seasons.”

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