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Tuesday 05th of January 2010
September 15, 2009    

Standard Chartered to sponsor Liverpool FC

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by Kay Murchie

Standard Chartered Bank has announced it is be the main sponsor of Liverpool Football Club.

The £80 million agreement, which is a four-year deal, will see the famous red shirts emblazoned with the bank’s name from July 2010.

The new deal marks the end of an era as the football club’s 17-year deal with Danish brewer Carlsberg comes to an end after the British Medical Association (BMA) called for an end to alcohol sponsorship of sport.

However, Carlsberg has retained its role as the official beer of the England national team and the FA Cup.

Standard Chartered, which is listed on both the London and Hong Kong stock exchanges, has operations throughout the world and recently tried to sponsor rival football club, Manchester United.

However, Manchester United elected to go with Chicago-based insurance broker Aon Corp. The Aon logo will replace that of beleaguered New York-based insurer American International Group (AIG).

Meanwhile, commenting on today’s announcement, Liverpool FC managing director Christian Purslow, said the partnership has brought together “two highly successful organisations”.

“Many branches in these countries will effectively be a shop window for Liverpool football club and a means of attracting more supporters to the cause,” said Mr Purslow.

Standard Chartered’s chairman, John Peace, said he was “absolutely delighted” with the deal.

“It will be a great four years and we’re looking forward to seeing some exciting football and working closely together with the team,” said Mr Peace.

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Tags: Carlsberg, four-year deal, Liverpool Football Club, shirt, sponsorship, Standard Chartered Bank