LFC Women unveils new partnerships

Standard Chartered has been announced as the front-of-shirt sponsor for Liverpool FC Womens, with the football club also unveiling Joie as it’s newest principal sponsor. 

The organisations already sponsored the men’s team, with both opting to extend deals to incorporate the women’s squad. 

Emma Sheller, global head of brand and marketing at Standard Chartered, commented on the transition into women’s football: “Nearly 50 per cent of our employees are women and diversity and inclusion underpins the bank’s values. The popularity of women’s football is on the rise and Standard Chartered is excited to be expanding our existing relationship with Liverpool FC Women and work with these elite athletes on some really meaningful partnerships over the next few seasons.”

The bank, which has featured on the men’s jersey since 2010, will take over from Avon as the shirt sponsor for the women’s kits, with Joie taking up an on-shirt position on the tail of the jersey, which was formerly occupied by Standard Chartered.

David Welsh, senior managing director at Joie, added on the deal: “At Joie we are all about families, and we’re delighted to expand our support of the Liverpool FC family to the LFC Women’s team. We look forward to continuing our partnership together, supporting families in need and inspiring the next generation of LFC fans.” 

The announcement comes as the women’s side conduct their first pre-season tour with the men’s team, where they are scheduled to play two friendlies in the United States. 

As part of the tour, players are set to take part in community activities, with manager, Vicky Jepson, and four members of the squad having already met the Michiana Echo U12s players – to whom they presented this season’s kit.

Peter Moore, chief executive of Liverpool Football Club and chairman of LFC Women, discussed the partnerships: “It’s fantastic to see that Standard Chartered is strengthening its involvement with the LFC Women’s team. And for a family-focused brand like Joie, it’s also a very positive message to see them investing in both the women’s and men’s teams. We’re very pleased we can count on their support.”

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