Standard Charted Bank has been the official jersey sponsor for the Liverpool Football Club since 2010 and the contract was up for a renewal.  But like all other sponsorships deals, it’s just a logo placement on jersey exercise to gain the international exposure of a famous football club like Liverpool as well as getting all the partnerships perks from the club after millions are spent on it.

So we started by looking at ourselves. With our bank promise and believe of being “Here for good”, we intended to stay for the long run with Liverpool FC. Rather apt too, noting Liverpool’s mantra is YNWA (You’ll Never Walk Alone). Then we noticed something we didn’t notice in our logo all along. If we omitted out a few letters, it actually spells out the word “Stand Red” (The Reds, being what the club’s nickname is called). And that led us to the platform idea we needed to re-announce our renewal of our sponsorship but also start to stand for something to the fans that supported the club. 

We got Jürgen Klopp (the Team Manager) to do the announcement of the renewal of the sponsorship and followed up with tweets and posters all over the UK and some parts of the world to Stand Red for Liverpool. All the bank’s social media platform profiles all over the world changed their logo from the iconic blue and green to Liverpool’s iconic red with our word mark dropping the letters and just spelling Stand Red. All this in perfect timing, just before the UEFA Champions League finals against Real Madrid in Kyiv.

Though they (Liverpool) did not secure the trophy that night of the finals, they did manage to rile up and galvanised the support of the fans to #StandRed for a club that they love, with a bank that is Here For Good.

Making the brand stand for something to the fans is better than just standing still, like a logo on a jersey. Today, the #StandRed platform still runs on and serves as a sponsorship/partnership key for the bank to speak to football fans, and Liverpool fans around the world.