It is as ever a massive weekend for sport but for the army of Liverpool football club fans that have always kept faith in the team, there is really only one event that truly matters.
Kiev is not the easiest ground to get to from Kilmainham but an estimated 20,000 fans will be travelling, plenty of them from Ireland by a variety of transport options.
The connection that Liverpool has with fans, forged through triumph and often tragedy, has been proven to have a real financial value this week with confirmation that Standard Chartered is to renew its partnership for another four years, at a cost believed to be between €180 and €200 million.
They will retain their position on the front of the shirts and with up to one billion viewers tuning in tomorrow night that in itself is worth plenty.
The new deal will run until 2023 and represents what we believe to be a 30 percent increase on what the previous deal was worth. It puts it on a par with what Emirates pay to associate with Arsenal.
The depth to which the partnership goes in ways beyond branding and eyeballs can be seen in a number of figures released in support of the announcement yesterday.
“Since it began working together with the club, Standard Chartered has reached more than 37million people across LFC platforms highlighting the UN’s Global Goals programme, had more than 4,000 children participate in its soccer clinics, and for its annual ‘Perfect Match’ game – where LFC players swap the Standard Chartered logo on their shirts for the Seeing is Believing logo – fans have helped to raise almost $500,000 to tackle avoidable blindness.”
“The partnership has also reached almost 140,000 Reds supporters with LFC World, presented by Standard Chartered – an interactive fan experience which began in 2016 and brings fans around the world a little closer to Anfield. LFC World has visited seven destinations across the last two seasons, including Hong Kong, Singapore, Kuala Lumpur, Shanghai, Mumbai, Jakarta and, most recently, Dubai.”
“Standard Chartered has also donated nearly 500 match tickets to the local community through Liverpool FC’s Red Neighbours programme over the last two seasons.”
“As a club, we’re very proud to have Standard Chartered renew their relationship for another four years,” said Billy Hogan Managing Director and Chief Commercial officer at Liverpool.
“Our connection runs deep, it means more than just sponsorship, from the outset it has been about working together with the club and our communities and supporters around the world.”
“Importantly, it also means we are able to support our ambitions on the pitch and compete with the best in the world. We have enjoyed many highlights of this relationship so far and I look forward to many more.”
And if you’re a fan we think you’ll enjoy this little look at history…