Contract details
Start date:
End date:
Status:
2010
2027
Official main partner
Inventory:
Leagues and Tournaments:
Front of shirt
Liverpool FC and Standard Chartered: A Long-Standing Partnership Driving Social Impact and Global Visibility
On September 14, 2009, Liverpool FC and Standard Chartered announced their first-ever sponsorship deal, marking the largest commercial agreement in the club’s history. The three-year contract, which took effect in July 2010, granted Standard Chartered exclusive branding rights, with its logo prominently displayed on the club’s jerseys.
The partnership was strategically designed to strengthen Standard Chartered’s brand visibility in key markets, including Asia, Africa, and the Middle East. Over the years, the collaboration has extended far beyond traditional sponsorship, incorporating global charity initiatives, financial education programs, and social impact campaigns.
‘Seeing is Believing’: A Global Initiative for Preventable Blindness
Liverpool FC Raises Awareness for Visual Impairment
On May 8, 2012, Liverpool FC replaced the Standard Chartered logo on their jerseys with the inscription “Seeing is Believing” for a match against Chelsea. This initiative aimed to raise awareness and funds for the fight against preventable blindness in developing countries. Limited edition jerseys were signed by players and auctioned, with Standard Chartered matching every donation.
Over the years, this initiative became an annual tradition, with Liverpool FC donning the “Seeing is Believing” logo in high-profile matches, including fixtures against West Bromwich Albion (2013), Tottenham Hotspur (2014), and Manchester United (2017).
The Impact of ‘Seeing is Believing’
- Raised over $500,000 to combat preventable blindness.
- Supported over 150 million people through medical interventions, eye screenings, and educational programs.
- Enabled life-changing cataract surgeries for as little as $30 per patient.
In 2017, Liverpool FC and Standard Chartered introduced a 360-degree sound experience at Anfield, allowing visually impaired fans to immerse themselves in the iconic “You’ll Never Walk Alone” anthem.
Promoting HIV and AIDS Awareness: The ‘Living with HIV’ Campaign
On December 1, 2013, Liverpool FC and Standard Chartered launched a week-long campaign for World AIDS Day, raising awareness about HIV prevention and treatment through the “Living with HIV” initiative.
Key initiatives included:
- A special campaign video featuring Liverpool players.
- Projection of a red ribbon onto Anfield Stadium.
- Players warming up in special jerseys dedicated to the cause.
Over the years, Standard Chartered leveraged Liverpool’s global reach to educate millions on HIV/AIDS prevention, reinforcing the importance of health awareness and medical support in underprivileged regions.
Football for Social Change: The ‘Goal’ Program and Futuremakers Initiative
As part of Standard Chartered’s Futuremakers initiative, the ‘Goal’ program was launched to empower young girls in underserved communities.
- Operating in over 24 countries since 2006.
- Benefiting more than 1 million girls by 2023.
- Teaching financial literacy, leadership, and employability skills through sports.
“The best feeling of my life!”
— Liverpool FC (@LFC) November 21, 2023
Ebonie received a surprise once in a lifetime opportunity to see the Reds train and be part of the team photo thanks to Futuremakers, @StanChart ❤️ #ad | #scfuturemaking
In June 2023, Standard Chartered and Liverpool FC released a campaign video titled “Topper,” encouraging young girls to stay involved in sports. This was part of the “Play On” campaign, designed to tackle gender inequality in sports participation.
Expanding the Partnership: Contract Renewals and Global Engagement
Multiple Contract Extensions
- 2013: Extended for two years, maintaining Standard Chartered’s branding on Liverpool’s jerseys.
- 2015: Renewed for three years, further strengthening joint social initiatives.
- 2018: Extended for four years, reinforcing the bank’s commitment to community-driven programs.
- 2022: Extended until 2027, ensuring continued collaboration on sustainability and global engagement.
Leveraging Sponsorship for International Expansion
Liverpool and Standard Chartered have maximized sponsorship opportunities through global events, including:
- Pre-season tours in Asia, Australia, and the USA (2013, 2018, 2023).
- The Standard Chartered Trophy: A global five-a-side tournament allowing winners to play at Anfield.
- Virtual Reality ‘Inside Anfield’ Experience: Launched in 2016, giving fans worldwide a 360-degree tour of the stadium.
Your @StanChart Player of the Month for October… @MoSalah 🏆#AD pic.twitter.com/wfxlZJXA9T
— Liverpool FC (@LFC) November 10, 2023
Standard Chartered’s Unique Fan Engagement Strategies
In July 2020, as Liverpool lifted the Premier League trophy, Standard Chartered launched the #StandRed campaign on Twitter.
- Over 14,000 tweets from 60 countries were printed on confetti used during Liverpool’s trophy celebration at Anfield.
- Fans worldwide were invited to share their congratulatory messages, creating an interactive online-to-stadium experience.
Exclusive Fan Experiences and Contests
Standard Chartered has consistently engaged fans through:
- Social media giveaways for signed jerseys and match tickets.
- The ‘Run for Futuremakers’ marathon to support youth employment programs.
- Football clinics with Liverpool legends across Asia and Africa.
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