Liverpool looks to Standard Chartered to help global expansion

Liverpool is to end its 17-year association with Carlsberg after signing a four-year shirt sponsorship deal with Standard Chartered Bank.

Steven Gerrard
Steven Gerrard

The Premier League club says the sponsorship, which starts next season and is reported to be worth about £80m, will help the club extend its global reach.

Christian Purslow, the club’s managing director, says Standard has operations in places around the world “where we have a long-term plan to increase the family of Liverpool fans”.

“Many branches in these countries will effectively be a shop window for Liverpool Football Club and a means of attracting more supporters to the cause,” he says.

Liverpool will be hoping the deal helps them match the global appeal of Premier League rivals Manchester United who have long been considered the benchmark for English clubs looking to widen their worldwide fan base.

United have partnerships with brands around the world and recently opened a chain of branded cafes in India.

The end of Carlsberg’s relationship with Liverpool has been rumoured for several months. The beer brand recently extended its sponsorship deal with the Football Association which saw the beer brand continue as the ‘Official Beer’ of both the England team and The FA Cup.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here