Sports sponsorships a good sign
(15 September 2009 – Global) In a good sign for the health and growth intentions of banks, two leading global banks in Standard Chartered and Santander, have signed lucrative sports sponsorship deals that show growth is back on the agenda of at least some big banks.
Standard Chartered announced a record-equalling sponsorship deal with Liverpool Football Club, a four year deal to become the club’s main sponsor valued at £20 million per year.
The British bank, which has an Asia-heavy business focus, said that as official club sponsors, the major rights package which will provide the platform to significantly step up the bank’s brand awareness across its core markets in Asia, Africa and the Middle East.
Peter Sands, Group Chief Executive of Standard Chartered PLC, said that the bank sees opportunities to continue business growth, particularly as Asia, Africa and the Middle East are emerging from the global downturn more quickly than the West.
A globally recognised football club, the association with the Liverpool FC brand is intended to provide an additional catalyst for business growth for the international bank.
In another bank deal with a sporting giant, Santander and Ferrari have sealed a Formula One alliance that will see the bank sponsor the Ferrari formula one team over the next five years, including bank branding on both the car and the driver’s overalls.
Santander is already associated with the motor sport, sponsoring three of the races in the annual calendar; Italy, United Kingdom and Germany.
The new and existing sponsorship deals reinforces the bank’s leading position in the key markets where it operates, strengthening and boosting its brand internationally, the bank said.
Both Standard Chartered and Santander have performed relatively well in the global financial crisis and these sponsorship deals indicate a readiness to move forward into further brand awareness and growth.
The British bank, which has an Asia-heavy business focus, said that as official club sponsors, the major rights package which will provide the platform to significantly step up the bank’s brand awareness across its core markets in Asia, Africa and the Middle East.
Peter Sands, Group Chief Executive of Standard Chartered PLC, said that the bank sees opportunities to continue business growth, particularly as Asia, Africa and the Middle East are emerging from the global downturn more quickly than the West.
A globally recognised football club, the association with the Liverpool FC brand is intended to provide an additional catalyst for business growth for the international bank.
In another bank deal with a sporting giant, Santander and Ferrari have sealed a Formula One alliance that will see the bank sponsor the Ferrari formula one team over the next five years, including bank branding on both the car and the driver’s overalls.
Santander is already associated with the motor sport, sponsoring three of the races in the annual calendar; Italy, United Kingdom and Germany.
The new and existing sponsorship deals reinforces the bank’s leading position in the key markets where it operates, strengthening and boosting its brand internationally, the bank said.
Both Standard Chartered and Santander have performed relatively well in the global financial crisis and these sponsorship deals indicate a readiness to move forward into further brand awareness and growth.
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