Standard Chartered teams up with Liverpool FC to show how to invest like a champion

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

The campaign leverages Standard Chartered’s long-standing partnership with the 2025 Premier League champions, connecting the passion of football with disciplined, expert-led investing. It maps key roles of Liverpool FC players on the field to specific wealth investment tactics, framing investing through the lens of strategy, preparation, and consistency.

“The Signature CIO Funds are central to how we support clients in building resilient portfolios while pursuing long-term wealth growth. This campaign is the first time we are expanding our partnership with Liverpool FC into our wealth solutions franchise, using a champion mentality to reflect the discipline required for successful investment outcomes,” said Sumeet Bhambri, global head of advisory managed investments and wealth solutions at Standard Chartered.

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Haymans Fung, global head of wealth and retail bank marketing, added that the campaign translates sophisticated investment thinking into relatable and inspiring content. “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," she said.

"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," explained Fung. 

In tandem, Ben Latty, chief commercial officer at Liverpool FC, said the campaign strengthens the club’s long-standing partnership with Standard Chartered. “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," said Latty. 

Octagon Singapore led the campaign’s creative while Dentsu Singapore drives the strategic investment in social and digital ecosystems, using a video-first approach across YouTube, TikTok and Meta to reach affluent audiences. Content is aligned with key football moments and immersive mobile-first formats, such as Meta Story Builder, to encourage organic sharing.

"Invest like champions" will run from February to April 2026 across Hong Kong, Singapore, Malaysia, Mainland China, Taiwan, Korea, Brunei, UAE, Bahrain, Kenya, Nigeria and Jersey.

The "Invest like champions" campaign builds on Standard Chartered’s broader strategy of connecting its wealth management offerings with global sports partnerships that resonate with audiences. Following its collaboration with Liverpool FC, the bank is now expanding its presence in high-performance sports through a multi-year partnership with Formula 1 as the official wealth management and corporate and investment banking partner from 2026.

Under the partnership, Standard Chartered will tap Formula 1’s global race calendar to engage clients and stakeholders, with the bank operating in nearly all markets where the sport hosts races. This includes enhanced trackside activations and hospitality experiences.

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