Liverpool FC renew sponsorship deal with Standard Chartered
21/04/2015 17:00
LONDON, April 21 (Reuters) - English soccer club Liverpool
FC has renewed its sponsorship deal with Asia-focused bank
Standard Chartered Bank STAN.L for another three years, they
said on Tuesday.
London-based Standard Chartered has been Liverpool's main
shirt sponsor since the 2010/11 season and the new deal runs
until the end of the 2018/19 season.
Financial terms of the agreement were not disclosed. It was
previously worth about 20 million pounds ($30 million) a year,
one of the most lucrative sponsorships in English sport.
Europe's largest soccer clubs are now major brands which
attract international sponsors and have fans around the globe.
Standard Chartered was attracted to Liverpool by its strong
support in Asia, where the bank makes most of its profits, and
it has run promotions with the club in markets including
Thailand, Korea, Malaysia and Hong Kong.
The partnership was strained in 2012 after Liverpool and its
star player Luis Suarez were embroiled in a racism row. Standard
Chartered intervened to help resolve it.
Liverpool is England's most successful club in Europe with
five European Cup wins. The club has won 18 English league
titles, second only behind Manchester United, although
Liverpool's last was in 1989/90.
($1 = 0.6690 pounds)
(Reporting by Steve Slater; editing by David Clarke)
((steve.slater@thomsonreuters.com; +44)(0)(20 7542 4367;
Reuters Messaging: steve.slater.thomsonreuters.com@reuters.net
and follow me on twitter @reuterssteves))
Keywords: LIVERPOOL STANCHART/SPONSORS