Standard Chartered to sponsor Liverpool FC

by Richard Kilner

Story link: Standard Chartered to sponsor Liverpool FC

Standard Chartered Bank has signed an agreement with Liverpool Football Club to become the team’s primary sponsor for a four-year term.

The deal is effective from July 2010 and is the largest commercial agreement in Liverpool FC’s long history.

It will expire in the 2013-2014 season and see the Standard Chartered name and logo featuring on the team’s shirts.

By sponsoring Liverpool, the most successful club in English history, the firm aims to help promote its brand awareness in markets as far afield as Asia, Africa and the Middle East.

Standard Chartered’s group chief executive, Peter Sands, has expressed the firm’s excitement to be working alongside a global brand with the recognition of Liverpool.

The announcement comes a week after Banco Santander declared it would become the primary sponsor of the Ferrari Formula One team.