By Mark Baber
July 19 – Liverpool FC and Standard Chartered Bank today announced a two year extension to their main sponsor agreement, understood to be worth £20 million a year, to take it up to the end of the 2015/16 season.
The bank, which earns around 90% of its income and profits in Asia, Africa and the Middle East, signed up as the Liverpool’s main sponsor in July 2010, appearing on the front of the Reds’ shirt for the last three seasons.
In partnership with Standard Chartered, Liverpool FC have just embarked on a tour of Asia and Australia, playing in packed stadiums in Jakarta, Melbourne and Bangkok.
Billy Hogan, chief commercial officer, Liverpool said: “We have enjoyed a fantastic first three years with Standard Chartered. Not only are they a terrific partner because of their presence and commitment to Asia, Africa and the Middle East, where we have a significant fan base, but because we both share a passion for community.
“We are delighted to announce the extension of our partnership, which demonstrates the belief and continued commitment to the work that we are doing together and the values that we share. There is a very bright future ahead for Standard Chartered and Liverpool FC as we continue to grow the world’s greatest football family.”
Peter Sands, group chief executive of Standard Chartered, said: “Our sponsorship of Liverpool Football Club has proved successful for both parties and we are delighted to be extending our partnership. Liverpool are hugely popular in the markets where we do business, and we are excited about the opportunity to continue to work with this fantastic club and their passionate fans.”
The partnership between Standard Chartered and Liverpool has had a charitable dimension as fans, players, legends and staff have come together on a number of high-profile occasions to highlight and help tackle global issues such as preventable blindness and HIV awareness.
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