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Standard Chartered Is New Sponsor Of Liverpool FC

Sep 15, 2009, 7:29 AM

Liverpool FC and Standard Chartered Bank yesterday announced a four-year-deal for the bank to become the club's main sponsor, the largest commercial agreement in Liverpool's history.  

The agreement, which starts in July 2010 and runs through to the end of the 2013-14 seasons, will see the bank's name and logo appear on the Liverpool shirt.

As official club sponsors, Standard Chartered will enjoy a major rights package which will provide the platform to significantly step up the bank's brand awareness across its core markets in Asia, Africa and the Middle East.

Standard Chartered PLC, listed on both London and Hong Kong stock exchanges, ranks among the top 25 companies in the FTSE-100 by market capitalisation.  The bank has more than doubled its revenue and profits over the last five years and has performed consistently well, delivering record results throughout the recent financial crisis.

Humphrey Mukwereza, CEO for SCB Gambia commenting on the development, said "we have a good brand today-WE WANT TO MAKE IT GREAT!  Reinforcing the brand is one of the bank's top priorities: the stronger our brand, the more value for shareholders".

"In 2009, a Financial Times report ranked our brand as 5th among UK brands and 15th among financial services brands globally, with a brand value of US$8.2 billion, having grown 20% from the prior year,"  the Standard  Chartered Banjul chief added.

"This partnership brings together two highly successful organisations with a really strong cultural and strategic fit.  The sponsorship opportunity attracted a huge level of interest from a wide array of globally recognised brands and in Standard Chartered we believe we have the ideal partner to move forward and help develop our global ambitions for the club", according to  Christian Purslow, the Managing Director of Liverpool Football Club.

"It is a real sign of the progress we have made at Liverpool that we have been able to secure the largest ever commercial deal in our history."

Peter Sands, Group Chief Executive of Standard Chartered PLC, also pointed out that "This is a great partnership. We are excited to be working with such a famous global brand as Liverpool Football Club for the next four years. This is an outstanding opportunity for Standard Chartered, our customers and shareholders, and for Liverpool, its players and fans.

"We see many opportunities to continue growing our business, particularly as Asia, Africa and the Middle East, are emerging from the global downturn more quickly than the West. This sponsorship will drive a step change in brand recognition in our key markets and will provide an additional catalyst for our business growth."

Liverpool FC is the most successful club in English football, enjoying a global following most recently as evident in its highly successful pre-season tour of Singapore and Thailand.