Source: Telegraph
Liverpool agree £80 million shirt sponsorship deal with Standard Chartered Bank
The agreement, which takes effect from next summer and will run until 2014, replaces Liverpool’s 17-year affiliation with the Danish brewer Carlsberg and matches the income received by the likes of Manchester United, Bayern Munich and Juventus thanks to their sponsorship deals.
Purslow described himself as “delighted” with the deal, insisting the club “are not embarrassed to be driving forward the commercial element of Liverpool FC, an essential part of supporting the team on the field.”
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“Standard Chartered and Liverpool have a strong commercial and strategic fit which makes them our ideal partner,” he said. “I am happy to say that for the first time we have signed a sponsorship arrangement which is the best of its kind in the world.
“We are trying to develop revenues which we can then plough back onto the field. I hope this sends a signal to all of our fans about we are trying to do and how much progress we are making. It is our aim to be the best club in the world on the pitch and to do that it is vital we are the best off it, too.”
The deal, which will supply an extra £20m a year into the club’s coffers, is the centrepiece of a complete corporate overhaul behind the scenes at Liverpool. The club signed a sponsorship arrangement with Maxxis tyres earlier this year and also have tie-ups with adidas and credit card firm MBNA.
Purslow admitted the London-based bank – described as a “beacon of excellence” during the global financial downturn – were attractive to Liverpool not only because of their “desire to be the best bank in the world” but because of the marketing opportunities the link provides with Standard Chartered’s core territories in Asia, the Middle East and Africa.
“There is a shop window element to the deal,” he said. “All of SCB’s staff and branches in Asia, an area where we have a growing fanbase, make this an effective means of attracting new support to the Liverpool cause.”
