StanChart scores with Liverpool Football Club deal

PETALING JAYA: The sponsorship of Liverpool Football Club has reaped rewards far greater than earlier estimated, with the deal helping Standard Chartered Bank (StanChart) tap a new group of customers, said the head of the bank's corporate affairs.

“In this first year of sponsorship, we have unqualified success,” StanChart group head of corporate affairs Gavin Laws said here yesterday to announce the July 16 pre season match between the Liverpool team and the Malaysian national football team.

“Although I don't have the statistics with me now, I can safely say that we have beaten all the matrixes we set out initially to gauge the effectiveness of the campaign,” he said, adding that brand awareness was a top benefit gained.

Laws said fans of other clubs have not reacted negatively to StanChart's sponsorship of Liverpool and the exposure the bank has received from the football club by being in the news the entire year has been beneficial.

“A number of new clients have seen our name associated with the club. It has definitely helped us,” he said.

Such marketing gains were also applicable locally for Standard Chartered Bank Bhd where managing director and CEO Osman Morad said the relationship with Liverpool has been part of the bank's effort to give something back to Malaysians.

“Malaysians are aware of Standard Chartered but many do not bank with us.

“I'm sure many our new clients now have come in after seeing our tie-ins with the game,” he said.

The media conference yesterday was to formally announce Liverpool's 2011 Asia Tour.

Liverpool will play in Malaysia on July 16 and the kick-off for the game is at 5.45pm.

Liverpool managing director Ian Ayre said the pre-season tour, which will see Liverpool play in China and Malaysia, will be taken seriously by the club as it was essential in the team's preparation ahead of the 2011/12 season.

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