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SBD Global/July 22, 2013/Marketing and Sponsorship

Liverpool, Standard Chartered Agree To Two-Year Shirt Sponsorship Extension

EPL Liverpool has announced "a two-year extension to their main sponsorship deal with Standard Chartered," according to James Pearce of the LIVERPOOL ECHO. The initial four-year contract, worth up to £20M ($31M) per year, "expires next summer but the lucrative partnership with the bank will now run until the end of the 2015/16 season." The bank's name has appeared on the Reds' shirts since July '10 (LIVERPOOL ECHO, 7/19). REUTERS' Steve Slater reported financial details of the extension "were not released." However, a person familiar with the matter said that the terms "were broadly similar, with potential top-ups if the club is successful" (REUTERS, 7/19). The BBC reported although based in London, Standard Chartered "makes almost all its money in Asia, the Middle East and Africa -- regions where Liverpool have a large following." Standard Chartered CEO Peter Sands said, "Liverpool are hugely popular in the markets where we do business, and we are excited about the opportunity to continue to work with this fantastic club and their passionate fans." Liverpool has "just embarked on a tour of Asia and Australia," which will see them play in front of crowds in Jakarta, Melbourne and Bangkok (BBC, 7/19).
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