Liverpool FC and their principal partner, Standard Chartered, secured the highly coveted Best Brand Activation Involving Sport Award at the distinguished Sports Business Awards 2023. The annual ceremony acknowledges and honors the unsung heroes behind the scenes who contribute to sporting excellence, highlighting their resilience, adaptability, and resourcefulness.
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The winning campaign, titled ‘Fans of Fans,’ showcased the best-in-class collaborative activation between Standard Chartered and Liverpool FC. The initiative featured prominent Reds players, including Joel Matip, Mohamed Salah, Kostas Tsimikas, Virgil van Dijk, along with women’s team players Missy Bo Kearns and Rachael Laws. Notably, former players Mark Lawrenson and Steve McMahon also played pivotal roles. Together, they worked with Standard Chartered to surprise supporters across the city with special moments.
The ‘Fans of Fans’ campaign held additional significance as it coincided with the renewal of Standard Chartered’s partnership with Liverpool FC until 2027, extending the collaboration to an impressive 17 seasons overall. The overarching goal of the campaign was to raise awareness and encourage registration for Standard Chartered Rewards. It also aimed to promote the download and adoption of the Standard Chartered Bank app while fostering fan participation in competitions organized by Standard Chartered in key markets.
The innovative and engaging campaign not only showcased the strong partnership between the bank and the football club but also demonstrated a commitment to connecting with fans in meaningful ways. The surprise interactions with players created memorable moments that resonated with supporters, reinforcing the bonds between the club, its partners, and the community.
The recognition at the Sports Business Awards adds another accolade to Liverpool FC’s impressive list of achievements, highlighting their prowess not only on the field but also in strategic and impactful brand activations. The ‘Fans of Fans’ campaign exemplifies how sports and brands can collaboratively create experiences that go beyond the traditional realms of sponsorship.
In addition to the Best Brand Activation Involving Sport Award, Liverpool FC’s commitment to sustainability through their strategy, The Red Way, was acknowledged with a silver award in the Sustainability in Sport category. This dual recognition underscores the club’s multifaceted approach to excellence, encompassing both commercial endeavors and environmental responsibility.
The judging panel for this year’s awards included distinguished figures such as five-time Olympic champion Sir Steve Redgrave CBE and Philip Bernie, the head of content at BBC Sport. The acknowledgment from such esteemed industry leaders further solidifies Liverpool FC and Standard Chartered’s standing as trailblazers in innovative sports marketing, setting a high standard for future collaborations in the dynamic landscape of sports sponsorship.
