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Liverpool FC and Standard Chartered Bank announced today they had agreed a four year deal for the bank to become the club's main shirt 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 season, will see the bank's name and logo appear on the Liverpool shirt.
The £80m raised by Liverpool's biggest commercial deal will be reinvested in the club, according to the new managing director, Christian Purslow.
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.
Christian Purslow, Managing Director of Liverpool Football Club, pictured above signing the contract alongside Standard Chartered chairman John Peace, commented: "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. 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, said: "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."
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Comments
Carlsberg was so good
(first comment!)
A grey, concrete backdrop, rapidly filled with hundreds upon thousands of trabs; blue with white stripes, black with yellow stripes, white with a darker shade of white. An abundance of Dassler littering the landscape. They hold up short lads, tall lads, fat lads, thin lads, brown-haired lads, ginger lads, men stylishly grey. And they hold up bottles of Fosters, cans of Skol, vodka, rum, gin.
Holding everything up, a train sitting upon the track with the destination
chibazzz cerdos mamapollas del crema
Yankees stay away from our sports traditions please, deal with the cheap copy of rugby or the stupyd beisball.....or soccer
Question: In what country the publicity of alcohol is limited ? Here in south america are mostly the main sponsor. For years the sponseored entire leagues....
I dont think its a start of them dropping sports betting since this season alone there have been more sports betting sponsorship on premiership teams than ever such as Wolves Hull Wigan Bolton have just signed new deals
Thats how it should be in the Premier League too.
Thats how it should be in the Premier League too.
No thats wrong they do change it, ie adidas makes the nba uniforms and they changed differently from the reebok ones that was there before.
No one is forcing the fans to buy the new shirts.
this is the first one not begin wiv a \'C\' :0
Blood is RED for a reason. Liverpool FC for life.
LFC will rock with or without Carlsberg!