Liverpool Managing Director Ian Ayre has revealed that Standard Chartered Bank did not offer the largest amount when there were talks over a new shirt sponsorship deal. He told Management Today:
“We didn’t actually choose the one offering the biggest amount of money; another company offered significantly more. But what Standard Chartered had that we thought was more valuable than that additional 20% or whatever, was that there was a real match in terms of what kind of business they are; how they conduct themselves; what markets they’re targeting for growth; and how they were going to go about activating the sponsorship internally. And I think it was absolutely the right choice. Even in one season you can see how much value they’ve gained from being a partner of ours, and vice-versa.”
The Reds have started a four year agreement with the bank this season worth £20m a year.
This week it is former LFC WAG Jennifer Ellison!
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A little suspicious to say this. Does it mean that the considerations of OTHER factions rather than LFC itself are more important? I was led to believe that it was LFC and ITS income that was the important factor. The information that there were “other factors” appears perhaps to be something of a smoke-screen.I am a little worried that these other factions are using LFC influence to feather their own nests….I think a little more explaining is called for.
That’s a very pessimistic way of reading that, you could just as easily put a overly positive slant on it and read that they saw more eventual money being brought in from the coverage of standard chartered in growing commercial markets and how strongly they themselves were prepared to promote Liverpool FC as a brand in those markets. I think its best to sit and watch the show unfold judge the whole season and deals dealt within it in 2 or 3 seasons when we can have the joy of hindsight as aid and with any luck some exciting new players to rave about and maybe dare I say a spot of silverware
totally agree with your comments….I think the partnership is based upon a long term view…a sustainable approach as opposed to the current climate of ‘instant fix’ throwaway society that is so prevalent today….
That’s excellently coined!!