Standard Chartered Alliance with Liverpool FC

Liverpool FC

Standard Chartered PLC is a multinational bank that offers financial and banking services all over the world. It has over 1,200 branches across 70 nations and its headquarter is in London. England. Standard Chartered was the main partner of Liverpool FC until late 2019. Here is an insight into the alliance between the Premier League club and Standard Chartered.

Standard Chartered’s New Video

Standard Chartered recently produced a video to celebrate its alliance with Liverpool FC. TBWA/Singapore created the film and Rollo Jackson created it. The movie narrates the life story of a young Liverpool fan who started supporting the club at a tender age. Her life and the team’s imagery have a strong connection.

Rollo captures the disappointment, euphoria and hope that ardent Liverpool supporters have experienced in the past. He said that his goal was to produce a film that lets out what many football fans who engage in Premier League betting feel. Rollo shot the video in Liverpool and it features the “You’ll Never Walk Alone” anthem. Spotify will release the songs and its streaming proceeds will go to Futuremakers.

Standard Chartered’s Campaign

Standard Chartered started a new campaign to celebrate its ten-year alliance with Liverpool. The TBWA/Singapore campaign plays Astraea’s soundtrack and the “You’ll Never Walk Alone” anthem. Rollo Jackson, the campaign’s director said that the initiative pays homage to Liverpool’s supporters globally. It captures their disappointment and optimism. It was produced in Liverpool and has sounds and sights from all over the city.

The campaign marks the progress that Liverpool and Standard Chartered have made in their alliance. Emma Sheller, Standard Chartered’s global head of brand and marketing stated that the bank is committed to continue partnering with Liverpool. Standard Chartered’s deal with Liverpool has helped it reach over 37 million people through the team’s platforms. It highlights the United Nations Global Goals program. Also, more than 130,000 Liverpool fans engage with Standard Chartered through LFC World. It offers an interactive experience with the fans.

Standard Chartered’s “Seeing is Believing” Initiative with Liverpool

Standard Chartered and the Reds started the “Seeing is Believing” initiative six years ago. Liverpool players wore kits that had a “Seeing is Believing” logo rather than the bank’s branding. It was a temporary logo shirt change that started when Liverpool hosted Manchester United at Anfield on October 14, 2019.

The bank started a 360 binaural match-day experience on October 12, 2020. It labeled it the “Number 64-Hear the Kop Roar” with Pat Rodaway, a visually impaired Liverpool supporter. The initiative aims at audio recording Liverpool’s home game for Premier League fans who are visually impaired to have great field experience.

Standard Chartered has had a long-term alliance with Liverpool FC. It has been the club’s main shirt sponsor for many years. Jürgen Klopp led an activation of the “Seeing is Believing” initiative with Standard Chartered in 2016. Fan contributions have helped Liverpool and Standard Chartered raise close to £300,000. They aim at eliminating preventable blindness worldwide.