When Liverpool FC opened the 2023/24 English Premier League football season with a pulsating 1-1 draw at Chelsea FC, the anticipation of nine months of competitive football could be felt in Accra – 5000km away from the action at Stamford Bridge in London. A cocktail of energized clients and staff of Standard Chartered immersed in a frenzy of their own “stadium” as they watched the match.
Standard Chartered, as a result of its partnership with Liverpool FC had brought together over 200 clients, staff and fans for a match viewing party to see the live action. The excitement from the anticipation of nine months of action-packed competitive football was palpable and cheers and chants of fans and clients was not too far from the atmosphere of a packed arena.
Since the relationship was sealed in 2010, the alliance between Standard Chartered and Liverpool FC has transcended a mere shirt sponsorship, blossoming into a beacon of shared values and meaningful initiatives in communities where the bank has a presence – and Ghana has been no exception.
In May 2023, Liverpool FC legend, John Barnes, was in Ghana for a one-day soccer clinic for children organized by Standard Chartered in partnership with LFC Academy. The participants made up of children of clients and staff were taken through basic football drills, practicing how to play the sport whilst learning life skills at the same time. He also highlighted the overarching purpose for the clinic which was to instill knowledge and values that the club aligns with: unity, dignity, and ambition, which are traits of a good human being.
This interaction with personalities from the club is just one of many money-can’t-buy experiences that the Bank continuously gives customers and fans alike by leveraging the ongoing relationship. Over the past few years, the Bank has run various promotions for clients where the winners with their partners get to go on a pilgrimage to Anfield, the 131-year-old home of Liverpool FC. This fully sponsored stadium and hospitality tour has enriched the fan experience of clients, accentuating the bond beyond traditional banking relationships.
A further testament to this synergy is the SC Trophy, the Bank’s iconic 5-a-side football tournament open exclusively to the bank’s clients. This contest awarded victors an extraordinary opportunity to visit Anfield and partake in unique fan activities. This not only fueled healthy competition but also encapsulated the bank’s mission to fulfill aspirations while nurturing camaraderie.
Previous winners and teams have come back with epic memories of iconic and historical interactions cementing the bond between them, the club and the bank. The behind-the-scenes privileges of the Anfield stadium including the dressing room, the dugout experience, the tunnel with the iconic Anfield Crest, the Press Room, the AXA training Center. Some have also had the privilege of dining with LFC legends and coaches during the celebrated trip.
With the start of the new football season, Standard Chartered embarks on a fresh chapter of this partnership, exemplified by the Road to Anfield Promo launched at the viewing party. With every Standard Chartered card swipe, deposit, purchase of investment and other transaction, clients get the chance to participate in a draw. The ultimate winner to be picked in a regulated draw at the end of the promotion period, gets a fully funded trip to Liverpool with their partner.
Additionally, there will be several consolation prizes allowing the bank’s clients to receive authentic Liverpool merchandise.
In this union between Standard Chartered and Liverpool FC, the echoes of “You’ll Never Walk Alone” resonate deeply transforming aspirations into tangible rewards. The partnership extends far beyond the confines of sports, engraving an indelible mark on communities through harmony, desire, and a shared commitment to uplifting lives. This narrative continues to evolve, symbolising a profound convergence of dreams and values that extend far beyond the football pitch and solidifying a bond that transcends traditional banking relationships.
