NewsLiverpool FC and Standard Chartered take home a Sports Business Award

Held annually, the national Sports Business Awards recognise and reward achievements by the teams behind the scenes that facilitate sporting excellence and endeavours, championing their resilience, adaptability and resourcefulness.

Recognised for their best-in-class collaborative activation, Standard Chartered’s ‘Fans of Fans’ campaign in partnership with the club saw Reds players including Joel Matip, Mohamed Salah, Kostas Tsimikas, Virgil van Dijk, Missy Bo Kearns and Rachael Laws – as well as former players Mark Lawrenson and Steve McMahon – help Standard Chartered deliver surprise moments for supporters across the city.

The campaign – which marked the recent renewal of Standard Chartered’s partnership with LFC to 2027, taking the partnership to 17 seasons overall – aimed at driving awareness and registration for Standard Chartered Rewards, the download and adoption of the Standard Chartered Bank app, and participation in competitions organised by Standard Chartered in key markets.

Watch the award-winning campaign in the video below.

LFC’s sustainability strategy, The Red Way, was also recognised by winning silver in the Sustainability in Sport category.

This year’s judges included five-time Olympic champion Sir Steve Redgrave CBE and Philip Bernie, head of content at BBC Sport.