Standard Chartered and Liverpool FC kick off sponsorship
New York - July 1, 2010
The sponsorship agreement between Standard Chartered Bank and Liverpool Football Club officially begins today, and the Bank’s senior management and staff are holding a “Liverpool Day” event at their Manhattan, northern New Jersey and Miami locations to celebrate. The four-year partnership between Liverpool and Standard Chartered is designed to build global brand awareness and provide compelling promotional opportunities that will help build the Bank’s business and create commercial opportunities for Liverpool FC.
‘Today marks the start of an exciting step in the long history of Standard Chartered,” said Group Chief Executive Peter Sands. “Never before have we embarked on a global sponsorship of this scale and we look forward to working with Liverpool FC on a range of activities that will be mutually beneficial. Football is the world’s most popular sport and Liverpool FC has a long tradition of success. We are eagerly looking forward to the new season.“
As part of the agreement, the Bank’s name will feature on the Club’s iconic team shirts, on training wear, inside Anfield, at the Academy and Melwood, as well as across all Club media. Based on the global popularity of Liverpool FC the cumulative impact of branding opportunities will deliver a significant uplift in brand awareness across all regions.
Aside from branding, Standard Chartered intends to use the sponsorship to demonstrate its commitment to customers, clients, employees and the communities in which we operate. For example:
- The club has committed to tour in our major markets twice during the term of the contract. Standard Chartered will support these events with significant promotional activities
- Football clinics, featuring club officials and coaches, will take place across the world, starting with Kenya in August 2010. The clinics will give people a unique insight into Liverpool FC and the opportunity to experience the Club first hand
- We will share some of the benefits of the partnership with the local communities in and around Liverpool
As a global team, Liverpool maintains a significant fan base throughout the Americas, with supporters’ clubs throughout the U.S. and in Canada, Mexico, Brazil and Argentina.
“Our partnership with Liverpool will provide us with a great platform to raise the profile of our brand on a regional and global scale,” said David Stileman, CEO of the Americas. “We are proud to have achieved a robust and mutually beneficial partnership that will deliver something extra to all the Bank’s clients and customers and the Club’s fans.”
For further information please contact:
Julie M. Gibson, head of External Communications
Note to editors:
Standard Chartered - leading the way in Asia, Africa and the Middle East
Standard Chartered PLC is a leading international bank, listed on the London and Hong Kong stock exchanges. It has operated for over 150 years in some of the world's most dynamic markets and earns around 90 per cent of its income and profits in Asia, Africa and the Middle East. This geographic focus and commitment to developing deep relationships with clients and customers has driven the Bank’s growth in recent years.
With 1700 offices in 70 markets, Standard Chartered offers exciting and challenging international career opportunities for its 75,000 staff. It is committed to building a sustainable business over the long term and is trusted worldwide for upholding high standards of corporate governance, social responsibility, environmental protection and employee diversity. The Bank’s heritage and values are expressed in its brand promise, ‘Here for good’.
For more information, please visit: www.standardchartered.com
Liverpool Football Club
Liverpool FC is one of the world’s most famous football clubs. Founded in 1892, Liverpool is England's most successful club, winning a record 18 League Titles, seven FA Cups, seven League Cups, five European Cups and the UEFA Cup on three occasions. Liverpool can also lay claim to 15 Charity Shield wins and three European Super Cup successes.
The unprecedented success of the modern era began under legendary manager Bill Shankly and has continued through to the famous Champions League win in Istanbul, a game widely acknowledged as one of the greatest in footballing history.
Liverpool's passionate supporters, centred around the world famous Kop, also saw further success in the 2006 FA Cup and a second appearance in three years in the Champions League final 12 months later in Athens.
The Club continues to grow and is committed to the construction of a new 60,000 seat LFC Stadium. Liverpool FC has already invested significant sums in the restoration of nearby Stanley Park, the Isla Gladstone Conservatory and other regeneration initiatives in the Anfield area. Its outstanding work in the local community has recently been recognised by the award of the national CommunityMark accolade.For more information on Liverpool Football club please visit www.liverpoolfc.tv