Sponsor aims to cash in on Liverpool's performance

“With our name on every Liverpool jersey, the Bank has been able to strengthen its reach among a wider group of football fans, who are currently clients and also prospective ones. This will help us in our drive for client retention as well as client acquisition,” she told The Nation.

Additionally, LFC’s continued success will help raise awareness of the bank’s global sustainability initiatives, she said. “On March 30, when Liverpool played against Tottenham Hotspur, the team wore jerseys bearing our ‘Seeing is Believing’ logo in place of the bank’s name. Also donations and auctions from jersey swaps have raised US$278,000 for the programme.

“Our partnership has proven to be a great success and we are excited about what the future holds,” she said. 

With the bank extending its sponsorship of Liverpool till the end of the 2015-16 season, it plans to further leverage its association with the club’s 14-million fan base in Thailand by developing special campaigns to acquire customers, she said.

Kok said she is pleased that the Standard Chartered Trophy tournament, which is one of its flagship sponsorship events, has become very popular in Thailand.

“I am particularly proud that teams from the Greater Mekong Sub-region performed exceptionally well in this year’s competition, with Thailand taking third spot and Vietnam emerging as the tournament champions, she said.