Liverpool & Standard Chartered’s ‘Around The World’ AIDS Day Initiative

This initiative continues Liverpool’s work with shirt sponsor Standard Chartered on the bank’s cause programmes – led by its core ‘Global Goals’ partnership.

Global Goals is a tripartite initiative with the objective of tackling extreme poverty, fighting inequality and injustice and tackling climate change towards a United Nations led 2030 goal.

Standard Chartered is a founding partner of the initiative and has been working in tandem with Liverpool FC on a series of awareness- and fund-raising activities.

One recent Global Goals Liverpool/SC activation includes ‘Meet Mekfah’ a film (posted on 9 September) focusing on a young Liverpool fan from Bangkok who, with the help of the club, Standard Chartered and Global Goals, had a dream come true this summer.

In fact, this Autumn saw a range of projects from defender Kolo Toure participate in the ‘World’s Largest Lesson’ (a global education project that sees celebrities and influential figures communicate The Global Goals to children across the world), to captain Jordan Henderson discuss some of their favourite music on Radio Everyone (a pop-up global radio station that will highlight the unsung heroes of health and climate change) and the replacement of the Standard Chartered logo on Liverpool’s shirts with the Global Goals logo for the 26 September match against Aston Villa.

‘When we were presented with the opportunity to leverage our global network and our partnership with Liverpool Football Club to make sure that everyone knows about the Global Goals, we recognised this as an incredible opportunity to drive real change and improve the lives of people across the world,’ explains Standard Charetred Chairman Sir John Peace.

‘We have worked closely with Liverpool in recent years with our “Perfect Match” shirt swaps to support our charitable initiative Seeing is Believing, which aims to end avoidable blindness. We hope to replicate the success of this collaboration to tell everyone about the Global Goals, and we are proud to support this campaign.’

Liverpool FC chief commercial officer Billy Hogan added: ‘We are proud to be supporting the Global Goals campaign alongside Standard Chartered and encouraging our supporters across the world to raise awareness of the Global Goals for sustainable development. This is such an ambitious, high-profile project and one that can have a real, tangible and positive impact on the world. I believe our fans across the globe will get behind this new project and show their support and passion in their communities, just as they have previously with Standard Chartered’s ‘Seeing is Believing’ initiative over the past four years.’

Earlier in 2015 Standard Chartered signed a new three-year extension on its Liverpool FC shirt deal that ensures the global banking organisation will maintain its association with the club at least until the end of the 2019 season.

The details and terms of the deal were not fully disclosed, although the value of the sponsorship has been reported in the press at around the £30m-a-year mark.

This extends the relationship that first began between Standard Chartered and Liverpool back in July 2010 with an initial four-year deal worth around £20m a year. A further two-year extension was signed in 2013.