The emotional commercial of Standard Chartered and Liverpool FC

Standard Chartered commercial and Liverpool FC celebrate ten years of sports sponsorship with the “reds”.

Football-related advertising campaigns are often a sweet tooth for creatives. Football clubs are brands with a high emotional value thanks to their links with fans. And if there is a club that stands out from the rest because of the passion and fervor with which users feel its colors, it is Liverpool FC.

One of its main sponsors is Standard Chartered. The British bank has been collaborating with Liverpool for ten years and is celebrating it by launching this emotional advertising campaign.

“A Liverpool Story: Standard Chartered and Liverpool Football Club” is the title of the Standard Chartered commercial. Made by the TBWA / Singapore agency, it features a cover of the popular “I’ll Never Walk Alone” sung by Astraea. The ad pays tribute to Liverpool’s over 700 million fans around the world; and tries to capture the feeling of hope, disappointment and euphoria that fans of the “reds” experience around the world.

Emma Sheller, Global Head of Brand and Marketing at Standard Chartered: “Liverpool are the most decorated club in the history of English football, and we are very proud to have supported each other as a partner for the last ten years. This campaign marks an important milestone in a journey that reflects our commitment to be ‘Here forever’ and to support the Club through thick and thin. Our relationship goes beyond sponsorship: it is a shared connection based on values and heritage that has allowed us to create unique moments and with purpose for customers, communities and followers around the world.”

Standard Chartered has been the title sponsor of Liverpool F.C. since 2010 and will run through the end of the 2022-2023 season, making it the second longest endorsement deal in LFC history.

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