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Standard Chartered partners Liverpool on brand awareness

By Michael Eboh
Standard Chartered Bank Plc has entered into a strategic partnership with Liverpool Football Club to create awareness and promote the bank’s brand and image globally.

According to a statement, signed by Mr. Diran Olojo, Head, Corporate Affairs, Standard Chartered Bank Nigeria, the four year partnership is designed to build global brand awareness and provide compelling promotional opportunities that will help build Standard Chartered’s business and create commercial opportunities for Liverpool FC.

He said that as part of the agreement, the bank’s name will feature on the club’s team shirts, on training wear, inside Anfield, at the Academy and Melwood, as well as across all Club media.

According to him, 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 including Asia, Africa and the Middle East.

He said, “Aside from branding, Standard Chartered will have unprecedented access to management and players, past and present, as well as a host of unique experiences that will be used to give customers and clients around the world better access to the Club.”

He also quoted Peter Sands, Group Chief Executive, Standard Chartered Plc as saying, “Today marks the start of an exciting step in the long history of Standard Chartered. 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.”

According to Sands, Standard Chartered intends to use the sponsorship to demonstrate its commitment to customers, clients, employees and the communities in which we operate.

For example, he said, “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

“Players, past and present, will participate in customer promotions in markets world_wide, particularly Asia, Africa and Middle East “We will share some of the benefits of the partnership with the local communities in and around Liverpool.


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