Alex Brownsell
Oct 28, 2010

Standard Chartered defends Liverpool FC sponsorship

GLOBAL - Banking giant Standard Chartered has defended its record £80m (US$126 million) sponsorship of Liverpool Football Club, despite the Premier League side suffering their worst start to a season for 57 years.

Standard Chartered defends Liverpool FC sponsorship

 Speaking at this week's Brand Finance Forum 2010 in London, Standard Chartered's group head of corporate affairs Gavin Laws said that the four-year deal remained justifiable, even though Liverpool currently languish in the bottom three of the table.

Laws commented that the deal is playing a 'significant' role in improving brand recognition, in particular in key Asian markets, and said the first year's investment had already been returned through the sheer volume of media exposure.

He pointed to a global audience figure of 131 million for the recent clash between Manchester United and Liverpool, including 58 million viewers in China, as evidence of the reach of the deal.

Earlier this month, the football club was taken over by New England Sport Ventures in a controversial £300m deal which was resolved at the High Court.

Laws quipped it was "almost a shame that [the club] had sorted out the ownership issue, as they're no longer on the front page of the Financial Times".

Standard Chartered launched the sponsorship in tandem with a global ad campaign based around the strapline 'Here for good'.

This article was first published on

Related Articles

Just Published

3 hours ago

Yext throws it back to the ‘90s

The integrated marketing campaign spotlights outdated search technology with a side of nostalgia.

3 hours ago

Heineken reignites sporting rivalries ahead of Uefa ...

Campaign created by Le Pub, includes activations during the tournament across Europe, with support from brand ambassador and France legend Thierry Henry.

3 hours ago

Is spam-busting AI tech reducing amount of hate ...

Hate removal has spiked, but overall content deletion is down. Is spam-busting AI tech the answer?

2 days ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.