Standard Chartered Eager For Liverpool To Bank Full Sponsorship

The bank agreed a four-year £80m performance-related shirt sponsorship with Liverpool starting this season with remuneration linked to on-field achievements.

A repeat of last season’s lacklustre fortunes is unlikely to result in a maximum re...turn under the terms of the deal, but Standard Chartered chairman John Peace is full of optimism.

“I would be disappointed if we did not have to pay up this year. We didn’t pay for poor results. I think Liverpool will have a great season.”

Standard Chartered’s pedigree extends to more than 150 years trading across the former British Empire in India and Asia, which is still its main business focus.

And self-confessed “soccer fan” Mr Peace said Liverpool and the bank have much in common: “I came up to Liverpool some months ago to finalise the contract and one thing that struck me was how closely aligned the heritage of Liverpool and Standard Chartered is. We both care about the communities in which we serve.”

He believes both bank and club can prosper, particularly in the Asian and Far Eastern markets, where Liverpool’s brand is already assured.

Mr Peace was in Hong Kong last week to announce the bank’s interim results, live on Chinese TV, which saw a 10% increase in pre-tax profits of £1.96bn.

He said: “I made quite a feature of our sponsorship with Liverpool and referred to them quite a lot and the fact that Torres will stay with the club.

“I think the fans should realise just how big Liverpool is in the Far East.”

Mr Peace said it was too early for the bank to evaluate a return from its sponsorship, but added: “Judging by what has happened in the Press the last few weeks and the shots of the players in the shirts on TV, I think it bodes very well indeed.”

And he is keen to increase exposure for both parties in the bank’s main business arena: “I would love to see the club do a tour in the Far East and we would get right behind that and make it a success.”

Speaking of Liverpool’s successful entry into the Europa League against FC Rabotnicki last week, he said: “I was delighted with the result and thought the game had many high points.

“From a commercial view and the way Liverpool are promoting our name, I was proud to be associated with them.

“I am a big fan of Kenny Dalglish and have the memory of Liverpool being the most successful club in Britain. We should not go backwards to get back to where we were, but build on all the things we have achieved.”