From Awareness Times Newspaper in Freetown

Local News
In Sierra Leone, Standard Chartered Sponsors Liverpool FC
By Augustine Samba
Aug 16, 2010, 12:18

The Chief Executive Officer (CEO) of Standard Chartered Bank-Sierra Leone, Mr. Albert Salton on Friday 13th August 2010 disclosed to journalists that one of the world’s oldest banking institutions has signed a sponsorship agreement with Liverpool FC in the United Kingdom for the period of four years effective July 2010.


According to him the partnership that would end in 2014 was designed to popularize both the bank’s global business as well as creating commercial opportunities for Liverpool FC. “Our sponsorship of Liverpool FC will significantly expand global awareness of the Standard Chartered brand as there is no doubt that the club has global brand recognition and strong fans in Asia, the Middle East and Africa where the bank has core markets,” he informed.

Mr. Salton expressed optimism that the sponsorship partnering would enhance Standard Chartered’s brand visibility and recognition especially as the bank’s name and logo would from now on prominently be displayed on the purposefully newly designed Liverpool FC jerseys and other sport gears used by the club. He said judging from what each party to the agreement stands to gain, choosing Liverpool was no mistake as in his words ‘the club is one of the most successful clubs that has excelled in many leagues in England over the years.’

Back in Sierra Leone, and as the first commercial bank in the country the CEO said Standard Chartered has been reputed for meeting their corporate social responsibilities and the maintenance of good relationship with their clients. He cited numerous interventions by the bank over the years on behalf of the vulnerable in society and education. He also disclosed that early this year, the bank launched a new product known as ‘HERE FOR GOOD’ for their valued customers, and that the innovation was further credence lent to their commitment to developing a strong relationship with clients and operative communities.

He ended on the note that they were looking forward to seeing that the new agreement with Liverpool in England would yield good dividend for both the club and Standard Chartered.

The Bank’s decision to partner with Liverpool is said to have come as good news to both Liverpool Fans and Standard Chartered staff as they describe it as a move by the two institutions to improve their businesses and performance everywhere.

© Copyright 2005, Freetown, Sierra Leone.