LIVERPOOL commercial director, Ian Ayre, has described the club's new sponsorship deal with Standard Chartered as a 'landmark' for the Reds.
The record breaking £80m, four year deal with the London based international bank starts today.
Ayre says it is a 'massive day' for both Liverpool FC and Standard Chartered and that the club could not have found a better commercial partner.
“It's a massive day for us all,” said Ayre.
“Since I have been here over the last three years all we have been setting up to do is raise the profile of the business commercially by growing our family of partners. Standard Chartered couldn't be a better partner for us.
“It's a landmark deal which sets the tone for the future."
Today signals the end of a 17-year association with Carlsberg but Ayre is confident Liverpool have found a new partner that mirrors the club's ambition.
“Liverpool Football Club is a very unique product, it's a very special product, so the way we conduct ourselves as a football club and the way we act when we market ourselves internationally is very different to other clubs.
“Our fans are different, our history is different, so it was important we found the right fit and in Standard Chartered we have found a great partner that mirrors many of those cultural things.
“They are a huge bank in Asia, Middle East and Africa but are relatively unknown in the UK.
"They conduct themselves in a particular way, their customer is a particular type of customer and we found very early on in the discussions that we work the same way in many areas.”
Ayre added that it was Liverpool's global renown that made the club an attractive proposition for Standard Chartered.
"There aren't many clubs that are truly big in the parts of the world they are interested in exploring," he said.
"Lots of teams are on TV there but there are only a few teams who hit the button and hit the market they are looking for.
"Their sponsorship is about growing their brand and giving them exposure to a wider audience. Working together we can achieve our objectives.
"Many people in this country won't know Standard Chartered very well, but from my experience working and living in South East Asia, China and Hong Kong, it is huge brand with lots of credibility. People respect that brand and respect them as an organisation.
"I'd like people to feel like that about us as we grow our brand and continue our exploits in other markets. I'd like people to feel the same way about them as they do about us, we're special, we treat people the right way and do things the right way for our fans. That's why we're special. Having a partner that mirrors our values is very important".
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