Liverpool Substitute Carlsberg for Bank Sponsors

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Carlsberg probably not best football shirt sponsors in the world.

“Carlsberg don’t sponsor football clubs, but if we did, they would probably be the best football team in the world.” This could be the new advertising slogan for the brewery from 2010, as the Danish company lost a long standing partnership with Liverpool Football Club today to Standard Chartered bank.

Liverpool are expected to benefit from £20 million a year from the new deal, a timely intervention as coach Rafael Benitez has not had the funds available to strengthen his improving side to become Premier League champions.

Carlsberg has been the proud sponsor of Liverpool for the last 17 years and were the first company to use football shirts as a billboard for advertising. The Carlsberg logo has become an iconic symbol of the Liverpool kit, but the Asia-focused bank was able to trump the beer producer to seal a four year deal.

From July 2010 until July 2014 Standard Chartered will be the official shirt sponsor of the Reds, England’s most successful football team. Liverpool’s managing director Christian Purslow said in a statement from the club’s official website: “This partnership brings together two highly successful organisations with a really strong cultural and strategic fit.”

Mr Purslow believes the bank can help Liverpool move forward to further develop its global fan base. Standard Chartered operates in 75 countries, but makes three quarters of its profits from Asia. With a fast growing interest in English football in the Far East, Standard Charter see the opportunity to make a step change in their brand recognition.

Liverpool have the opportunity to adopt a wider fan base, following teams like Manchester United, where approximately 80 per cent of their fan base, and 90 per cent of their revenue comes from outside of the UK.