Liverpool FC, Standard Chartered launch global investment campaign

Standard Chartered has launched Invest Like Champions, a global marketing campaign in partnership with Liverpool Football Club (LFC), to promote the bank’s Signature CIO Funds across 12 key markets.

The campaign leverages Liverpool FC’s status as 2025 Premier League champions to connect football strategy with disciplined, expert-led investing. Key roles of LFC players are mapped to distinct wealth investment tactics, illustrating how structured approaches drive success both on the pitch and in portfolio management.

Champion mindset applied to investing

Sumeet Bhambri, Global Head of Advisory Managed Investments and Wealth Solutions, Standard Chartered: "With market conditions becoming more complex and volatile, clients are increasingly looking for structured and professionally managed solutions. The Signature CIO Funds are central to how we support clients in building resilient portfolios while pursuing long-term wealth growth. This campaign marks the first time we are expanding our partnership with Liverpool FC into our wealth solutions franchise, using a concept of a champion mentality to reflect the discipline, preparation and consistency required to build successful investment outcomes."

Haymans Fung, Global Head of Wealth and Retail Bank Marketing, Standard Chartered: "Our partnership with LFC has been an important part of how we connect with global audiences, and Invest Like Champions represents a new chapter in how we are activating and uplifting that relationship. Our Signature CIO Funds are backed by world-class insights, robust research, and diversified strategies, giving consumers the confidence to invest in expertly designed portfolios to achieve their wealth objectives. Telling a role-based story through the lens of football translates sophisticated investment thinking into relatable and inspiring content for our target audience, while our focus on digital, video and social platforms ensures our position appears in the moments and formats where engagement is most natural."

Global appeal and creative strategy

Ben Latty, Chief Commercial Officer at Liverpool FC: "Standard Chartered has been a valued partner of the club for many years, and their support has been key in our success on and off the pitch. Throughout the years, our partnership has continued to go from strength to strength, underpinned by our shared commitment to engaging global audiences and supporting communities, and we’re delighted to work with them on their newest global marketing campaign."

Octagon Singapore led the creative, framing a story rooted in shared values of excellence, performance and ambition. The campaign draws parallels between LFC’s tactical precision and the bank’s research-led, multi-asset investment approach to showcase how strategic thinking drives success.

Digital-first engagement strategy

Dentsu Singapore oversees social and digital investment, targeting affluent audiences through a video-first approach on YouTube for scale and TikTok and Meta for engagement and amplification. Content is aligned with football moments to encourage organic sharing, supported by mobile-first formats such as Meta Story Builder.

The campaign will run from February to April 2026 in Hong Kong, Singapore, Malaysia, Brunei, Mainland China, Taiwan, Korea, UAE, Bahrain, Kenya, Nigeria and Jersey.

www.sc.com

www.liverpoolfc.com

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